Landscape: January Industry Report

January’s biggest shifts in social media—from evolving platform metrics to TikTok’s uncertain future—are reshaping how sports content is created, distributed, and consumed.

Instagram’s shift to an impressions-based view metric aligns with TikTok and X, signaling a new era of cross-platform content measurement.
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TikTok uploads across major U.S. sports leagues dropped by 11% in January as uncertainty around a potential ban drives leagues and creators to diversify.
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User-generated content now accounts for 75% of all sports-related uploads, fueling 43% of total league-driven views and reshaping engagement across platforms.

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