Snap Shares Data on Sports Engagement in Its App

Snapchatters are highly engaged with sports, and major sporting events, which could provide key opportunities for sports and sports-themed marketing activations in the app.

That’s according to a new survey report, conducted by National Research Group, in partnership with Snap, which is based on input from 8,400 social media users, across seven markets, and aims get a better handle on overall sports engagement in social apps.

You can check out Snap’s full overview of the data here, but in this post, we’ll take a look at some of the ley notes.

First off, the data shows that almost 9 in 10 Snapchatters engage with sports weekly, and 85% watch sports matches at least monthly.

Which is a ridiculously high amount, underlining the broader interest in sports content in the app, and engagement with sporting events.

If you’re looking to tap into sports-aligned audiences, this is a major opportunity.

Snapchat further reports that every day, Snapchatters globally view 25 million minutes or more of sports content on its TikTok-like Spotlight video feed.

The study also underlines the connective capacity of sports, with 90% of Snapchatters watching sports with friends or family.

As per Snap:

“Snapchatters see sports as a universally appealing way to spend more time with those they love, and are actually more likely to watch with others vs. alone.”

Snap further notes that friends and family are the main influence when purchasing sports-related products, another key note for marketers.

And on that element specifically, Snap has also included some key data points for sports marketers, including:

• 89% of Snapchatters say they are ‘more likely to remember brands I come across while engaging with sports’. 
• 94% of Snapchatters say ‘When I am engaging in my passions, I’m more present and receptive to information’
• 86% of Snapchatters agree that they have more loyalty to brands that are connected to their passions. 

These are some valuable insights, which could help you better target your marketing outreach to align with Snap’s active community of sports fans. And while not all of them will be passionately following every trade and coaching shift, there’s clearly a level of interest in trending sports events, which could be a valuable point of note for marketers.

You can check out Snapchat’s full sports engagement study here.