Engagement rates are rising for IFs, narrowing the gap with global sports properties. ! %lo je bulyead 'zoz u! %ll'0 on gioz u! %o'o woy isod lad aen suawabeua panodw! aey 2023/24. Over the same period, the SoS benchmark group* declined from 0.40% to 0.18%, Posting volume is a key part of the story. The average IF publishes at a much higher rate than the SoS benchmark group - around 11-15 posts per day vs 4-8. Despite this heavier publishing load, IF audience behaviour even within a higher-volume content model. Scale still leads, but efficiency is becoming more competitive The SoS benchmark group stil outperforms IFs on engagement rate per post, but the gap is no longer as wide. This reflects two shifts at once: (1) IFs are becoming better at converting audience intensity as audience behaviour fragments at scale. gap is narrowing. More importantly, this is happening despite much higher publishing volume, with audience behaviour and the conversion of scale into sustained attention. rhythm and audience needs - not simply from posting more.