The New York Times Is Winning With Sports On TikTok

Since acquiring The Athletic in 2022, The New York Times has utilized the publication to acquire larger sports audiences – both for its readership and social video viewership. Recent data from Tubular Labs shows just how much the NYT has been able to leverage that sports audience on TikTok, in particular.

• As of February 2023, Sports was The New York Times’ No. 1 video category on TikTok for views & engagements per video over the last 365 days, at 148K.
• Other topics like kids toys & entertainment and pop culture & entertainment were next, but only garnering about half of the engagement.
• Meanwhile, news & politics content, the NYT's bread and butter, had just 16.8K – a commentary not on the quality of its news & politics coverage, but on the successful implementation of other content interest areas through TikTok.