IF posting frequency on TikTok increased +69% YoY, the largest increase across any platform. This resulted in IF audiences on TikTok grew +16% YoY, the highest increased engagement and audience growth, with more IFs improving performance than on any other platform. Facebook, Instagram and YouTube. This growth pushed TikTok ahead of X in total audience size, reaching 63.4m followers, narrowly behind YouTube platform, where more informal and creative storytelling can unlock significant audience growth, especially among platforms for IFs to reach new audiences, particularly younger fans discovering Olympic sports.
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