Pre-World Cup, Who's Watching B/R Football?

Digiday recently looked into how Bleacher Report is aiming to differentiate its coverage going into this year's FIFA Men's World Cup. While the Turner Sports-owned site has found big success in the past with events its parent company owns broadcast rights to (like the NBA and March Madness), it's not necessarily as simple for the Fox-owned World Cup.

Using data from Tubular Labs, Digiday shows that B/R Football had over 122 million cross-platform social video views in September, with those predominantly coming from U.S. males aged 18 to 34.

So while B/R Football won't be able to use highlights, it'll spend the World Cup speaking directly to that audience with analysis and commentary segments, plus shorter cutdowns on platforms like Instagram and TikTok. Since Fox doesn't have the same digital-first outlet like Bleacher Report at its disposal, it'll be interesting to see how it performs during the World Cup (with access to match highlights) vs. B/R Football.