Meta Reveals Sports Engagement Report Across Its Platforms

Meta has released new research exploring how its family of apps fuels sports engagement and what that means for fans, communities, and advertisers. The study, produced in partnership with National Research Group, examines how platforms like Facebook, Instagram, WhatsApp, Messenger, and Threads are shaping modern sports fandom.

The Beyond the Highlights report suggests that Meta apps collectively account for a significant share of sports-related discussions online, surpassing rival platforms such as TikTok and X. While the company groups its suite of services together for this comparison, the data still reflects the scale of sports activity happening within its ecosystem.

A more detailed breakdown shows how individual platforms contribute differently to sports engagement. Facebook and Instagram continue to be central hubs for following teams and players, while WhatsApp supports fan conversations in smaller, private groups. Notably, Threads also earned recognition in the study as an emerging venue for real-time sports commentary.

Meta’s findings emphasize that sports remain a powerful driver of interaction across social media. X, for example, has previously disclosed that although sports comprise just 3% of its overall conversation, they represent the largest single topic of interest on the platform. This highlights the value of sports content in sustaining user activity and keeping audiences engaged.

The report also explores how social platforms influence sports-related commerce. Facebook and Instagram were identified as important channels for product discovery, particularly when it comes to merchandise and event-related purchases. Insights into audience demographics, content preferences, and engagement patterns – before, during, and after live matches – offer further guidance for advertisers seeking to reach sports fans.