New data from Conviva pinpoints the European football teams winning the most games and social media fan attention

17 June 2022

European football fans' passion for their favorite teams has increased in the '21-' season, according to a new report from Conviva , the platform for continuous streaming media analysis. 22 extended to social media. For the 2022 European Football Social Report , Conviva analyzed and ranked the social media performance of the top 130 teams across Europe's six largest football leagues to understand who is in the social Media dominates the interaction and which strategies are successful there.

"The '21-'22 European football season was full of spectacular transfers, upsets and exciting finals, which in turn led to high participation from teams and leagues on social media throughout the season," said Nick Cicero, VP of Strategy at Conviva. “It is clear that European teams and leagues have recognized the importance of social media and are applying their competitive mindset to winning over fans not only on the pitch but also on social media. However, as more teams use social media to build their brands and grow their fanbase, the competition for fan attention has only intensified, and we expect this trend to continue into next season .”

While the top European soccer teams were active on all social media platforms, the '21-'22 season saw the highest posting volume on Twitter. However, Instagram clearly dominated the other social platforms when it came to interaction. A staggering 82% of all post interactions and 74% of all video interactions across all leagues and clubs came from Instagram.

Other key findings from the Conviva Social Report 2022 for European football are:

  • TikTok is on the Rise – The popularity of TikTok has exploded during the '21-'22 season and most teams and leagues have increased their activity on the platform.
  • The importance of video is increasing – Across all platforms, the evidence is clear: video content comes first. Video content attracts viewers and leads to higher engagement rates, especially on video-centric platforms like TikTok. Even on text-heavy platforms like Twitter, video content generated higher engagement per post than static content.
  • Experimenting with Content and Expansion - While teams used to primarily post highlights, savegame updates, and other classic content, this formula no longer works for teams looking to increase engagement. This season, clubs have experimented with memes, behind-the-scenes, player spotlights and other outlandish formats to set themselves apart from the crowd.
  • Manchester United & PSG are leaders in every field – Two of football's most important teams have had huge success on social media this season. Both clubs dominated in their respective leagues in attendance and participation. This is also partly due to their ability to attract the two best players in the sport: Lionel Messi and Cristiano Ronaldo.

If you would like to find out more and download the Conviva Social Report 2022 for European football, please click here .

About Conviva Social Insights

Conviva Social Insights provides the world's leading publishers, brands and sports organizations with comprehensive cross-platform social media analytics across the entire social universe (Facebook, Instagram, Twitter, TikTok, Snapchat and YouTube), making it easy to find out which accounts, posts and videos perform best, and analyze why. Social Insights also provides a customizable leaderboard and research tool to monitor branded and streamed video performance, allowing marketers to create targeted campaigns and maximize ROI. To learn more, visit https://www.conviva.com/social-insights/ .

About Conviva

Conviva helps streaming companies take action within seconds of watching to grow their business ahead of the competition. Conviva's Continuous Measurement Analytics platform provides comprehensive, continuous meter-level measurements through server-side, real-time sessionization at scale. With a single sensor and pipeline, our 58-patent platform empowers marketers, advertisers, techs, engineers, and customer care teams to acquire, engage, monetize, and retain their audience. Conviva is dedicated to helping brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia unlock the incredible possibilities of streaming media. Today, our platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 200 billion streams per year across 4 billion applications on devices. Conviva ensures that digital companies of all sizes can stream better - every stream, every screen, every second. For more information, seewww.conviva.com

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Source:businesswire.com