08:55 uur 16-06-2022

Nieuwe gegevens van Conviva geven aan welke Europese voetbalteams de meeste wedstrijden winnen voor de aandacht van fans op sociale media

Conviva’s Social Insights-analyse van Europa’s beste voetbalcompetities laat zien dat de competitie om de aandacht van fans niet eindigt met het laatste fluitje; Instagram-platform bij uitstek voor het stimuleren van betrokkenheid

FOSTER CITY, Californië–(BUSINESS WIRE)– Volgens een nieuw rapport van Conviva, het analyseplatform voor continue metingen voor het streamen van media, breidde de obsessie van Europese voetbalfans met hun favoriete teams zich overweldigend uit naar sociale media tijdens het seizoen ’21-’22 . Voor zijn European Football Social Report 2022 analyseerde en rangschikte Conviva de prestaties op sociale media voor de 130 beste teams in de zes grootste voetbalcompetities van Europa om te begrijpen wie de betrokkenheid domineert en welke strategieën winnen op sociale media.

“Het Europese voetbalseizoen ’21-’22 zat vol spannende transfers, tegenslagen en intense finales die op hun beurt het hele seizoen voor een hoge sociale media-betrokkenheid zorgden bij teams en competities”, zegt Nick Cicero, VP Strategy, Conviva. “Het is duidelijk dat Europese teams en competities de waarde van sociale media erkennen en hun competitieve mentaliteit toepassen om fans voor zich te winnen op social en op het veld. Maar naarmate meer en meer teams naar social media trekken om hun merken op te bouwen en hun fanbases uit te breiden, is de concurrentie om de aandacht van fans alleen maar heviger geworden en we verwachten dat die trend zich ook volgend seizoen zal voortzetten.”

New Data From Conviva Identifies Which European Football Teams Are Winning The Most Matches For Fans’ Attention On Social Media

Conviva’s Social Insights Analysis of Europe’s Top Football Leagues Shows the Competition for Fans’ Attention Doesn’t End with the Final Whistle; Instagram Platform of Choice for Driving Engagement

FOSTER CITY, Calif.–(BUSINESS WIRE)– According to a new report from Conviva, the continuous measurement analytics platform for streaming media, European Football fans’ obsession with their favorite teams overwhelmingly extended to social media during the ’21-’22 season. For its 2022 European Football Social Report, Conviva analyzed and ranked the social media performance for the top 130 teams across Europe’s six biggest football leagues to understand who is dominating engagement and what strategies are winning on social.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20220615005995/en/

Conviva's 2022 European Football Social Report Now Available. (Graphic: Business Wire)

Conviva’s 2022 European Football Social Report Now Available. (Graphic: Business Wire)

“The ’21- ’22 European Football season was full of exciting transfers, upsets and intense finals that, in turn, drove high social media engagement across teams and leagues throughout the season,” said Nick Cicero, VP of Strategy, Conviva. “It’s clear that European teams and leagues recognize the value of social media and are applying their competitive mindsets to winning fans over on social in addition to on the field. However, as more and more teams flock to social to build their brands and expand their fanbases, the competition for fans’ attention has only gotten more intense and we expect that trend to continue next season as well.”

While the top European football teams were active across all social media platforms, Twitter saw the highest post volume for the ‘21-‘22 season. However, Instagram completely dominated other social platforms when it came to engagement, accounting for an astounding 82% of all post engagements and 74% of all video engagements across all leagues and clubs.

Additional key findings from Conviva’s 2022 European Football Social Report include:

  • TikTok is Taking Over – TikTok exploded in popularity during the ’21-’22 season, with most teams and leagues increasing their activity on the platform.
  • Leaning into Video – Across platforms, the evidence is clear: video content is #1. Video content draws viewers in and drives higher engagement rates, especially on platforms like TikTok that are video-first. Even on text heavy platforms like Twitter, video content garnered more engagements per post than static content.
  • Content Experimentation and Expansion – While teams used to primarily post highlights, score updates, and other traditional content, that formula no longer works for teams looking to boost engagement. This season saw clubs experiment with memes, behind-the-scenes content, player spotlights and other unique formats to stand out from the crowd.
  • Manchester United & PSG Lead on all Fronts – Two of football’s biggest teams saw immense social media success this season. Both clubs dominated in audience size and engagement for their respective leagues. Some of that could be contributed to their respective acquisition of the sports top 2 players: Lionel Messi and Cristiano Ronaldo.

To learn more insights and download a copy of Conviva’s 2022 European Football Social Report, visit 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 discover what accounts, posts, and videos are performing the best and analyze why. Social Insights also offers a customizable leaderboard and research tool for monitoring the performance of brand and streamed videos, enabling marketers to target campaigns and maximize ROI. To learn more, visit https://www.conviva.com/social-insights/.

About Conviva

Conviva helps streaming businesses act within seconds of observation to grow their business ahead of competition. Conviva’s Continuous Measurement Analytics platform provides comprehensive, continuous, census-level measurement through real-time, server side sessionization at scale. Using just a single sensor and a single pipeline, our 58 patent platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in 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 streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. To learn more, visit www.conviva.com.


Mike Metzler


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