How North American football fans consume sports content
Hover over each data point for more detail
Facebook*
Instagram*
Snapchat*
Tiktok*
Twitch*
Twitter*
YouTube*
* used for sports news and content only
Source: All data is from Nielsen Fan Insights (U.S. & Canada: May & August 2022, Mexico: May 2022). Nielsen Fan Insights helps drive fan growth and connection by understanding fan interests, media behavior, brand attitudes and purchasing habits. Connect with us to learn more about Nielsen Fan Insights.
The index compares fans using different social media platforms for sports and news content against the general population.
Fan index vs general population
1.0
1.5
2.0
2.5
Canadian men’s
national team fans
Mexican men’s
national team fans
U.S. men’s
national team fans
1.40
82%
1.96
72%
2.41
44%
1.70
58%
1.77
55%
1.60
74%
1.36
80%
% of fans that use these platforms
Fan index vs general population
80% of USMNT fans use Facebook for sports news and content.
This is 0.36x more than the general population.
74% of USMNT fans use Instagram for sports news and content.
This is 0.60x more than the general population.
55% of USMNT fans use Snapchat for sports news and content.
This is 0.77x more than the general population.
58% of USMNT fans use Tiktok for sports news and content.
This is 0.70x more than the general population.
44% of USMNT fans use Twitch for sports news and content.
This is 1.41x more than the general population.
72% of USMNT fans use Twitter for sports news and content.
This is 0.96x more than the general population.
82% of USMNT fans use YouTube for sports news and content.
This is 0.40x more than the general population.
% of fans that use these platforms
Fan index vs general population
1.06
82%
1.16
61%
1.17
30%
1.09
58%
1.13
29%
1.10
71%
1.07
90%
82% of MXMNT fans use YouTube for sports news and content.
This is 0.06x more than the general population.
61% of MXMNT fans use Twitter for sports news and content.
This is 0.16x more than the general population.
30% of MXMNT fans use Twitch for sports news and content.
This is 0.17x more than the general population.
58% of MXMNT fans use Tiktok for sports news and content.
This is 0.09x more than the general population.
29% of MXMNT fans use Snapchat for sports news and content.
This is 0.13x more than the general population.
71% of MXMNT fans use Instagram for sports news and content.
This is 0.10x more than the general population.
90% of MXMNT fans use Facebook for sports news and content.
This is 0.07x more than the general population.
% of fans that use these platforms
Fan index vs general population
1.42
77%
1.92
60%
2.20
33%
1.82
45%
1.79
37%
1.50
60%
1.27
72%
77% of CANMNT fans use YouTube for sports news and content.
This is 0.42x more than the general population.
60% of CANMNT fans use Twitter for sports news and content.
This is 0.92x more than the general population.
33% of CANMNT fans use Twitch for sports news and content.
This is 1.20x more than the general population.
45% of CANMNT fans use Tiktok for sports news and content.
This is 0.82x more than the general population.
37% of CANMNT fans use Snapchat for sports news and content.
This is 0.79x more than the general population.
60% of CANMNT fans use Instagram for sports news and content.
This is 0.50x more than the general population.
72% of CANMNT fans use Facebook for sports news and content.
This is 0.27x more than the general population.
i
2.41
1.40
Tiktok*
Twitch*
YouTube*
% of fans that use these platforms
Fan index vs general population
1.06
82%
YouTube*
1.17
30%
Twitch*
1.09
58%
Tiktok*
% of fans that use these platforms
Fan index vs general population
1.42
77%
YouTube*
2.20
33%
Twitch*
1.82
45%
Tiktok*
Read fan index as:
The % of MNT fans that use the platform for sports news and content.
This is 0.70x more than the general population.
1.70
