Users engage on Snapchat amid live sports

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 20, 2021, 2:30 AM UTC

Snapchat recently shared new insights into live sports engagement.

The return of live sports amid the pandemic provided relief to sports fans and Snapchat users alike, as on average, over 70% of Snapchat users use the app while watching sports. The Netherlands at 84% had the most Snapchat users using phones while watching sports, followed by the US (83%), France (81%), and the UK (80%).

Americans and Britons on Snapchat, at 20% and 16% respectively, started watching and following different sports and teams, when the games were cancelled or postponed. Most Snapchat users spend time on social media, communicate, use photo apps, or call friends and family during games.

61% created Stories while watching sports, and 38% watched Highlights and other sports content within Discover on the app. 48% of Snapchat users send direct Snaps/Chats to friends and family while viewing a game.

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