Move over “old-man media”, sports fans in Australia are changing their watching habits. The broadcast rights might be a monopoly on the telly, but the eyeballs and conversation live on TikTok.
Did you know that 59% of users say watching sports content on TikTok can be more entertaining than the game?
I often watch my favourite football players run onto the field live on my mobile phone, while the advertisements are shown on the television. I can see a quick recap of their morning preparation.
This isn’t unusual behaviour. During the big sporting moments, TikTok is the primary screen during commercial breaks. Engagement often peaks during the halftime ad break and when the TV commercials kick in.
Why? Because being a sports fan doesn’t stop. We are part of the community, the conversation and culture.
Beyond the viral dance trends, the platform has evolved into a powerhouse for authentic communities and real-time connection.
What is TikTok?
Developed by ByteDance, TikTok is a global social platform centred around vertical, short-form video content. The core promise is to democratise creativity by giving everyday users and publishers the tools to share authentic moments. It solves the problem of digital boredom and fragmented media by gathering subcultures into accessible spaces.
How popular is TikTok in Australia?
According to recent data from Omnicom Media, over 10.5 million Australians now log in every month to discover content that resonates with their unique lifestyles.
What does that look like? That’s every seat in the MCG filled 100 times over. More than double the audience of the NRL Grand Final, Australia’s biggest TV event of 2025.
Tell me about Australian Sports Fans
AFL fans in Australia:
- 76% of TikTok sports fans are interested in AFL.
- 41% check TikTok for sports content at least once a day.
- 57% of TikTok sports fans who are interested in the AFL are male.
Rugby League fans in Australia:
- 56% of TikTok sports fans are interested in rugby league
- 40% check TikTok for sports content at least once a day
- 57% of TikTok sports fans who are interested in the rugby league are male.
Cricket fans in Australia:
- 59% of TikTok sports fans are interested in cricket
- 42% check TikTok for sports content at least once a day
- 60% of TikTok sports fans who are interested in cricket are male.
Fun fact: 61% of TikTok sports fans have discovered a new sporting event through TikTok content.
This change in viewing sports habits is echoed around the world.
Onboarding and Interface: First Impressions
Setting up your profile is an absolute breeze, letting you sign up with an email address, phone number, or existing social credentials in seconds. The user interface is strikingly minimalist, immediately launching you into a full-screen video feed known as the For You Page (FYP). Navigating the application relies on intuitive vertical swiping, which feels incredibly smooth and responsive. However, the interface can initially feel overwhelming due to the sheer velocity of incoming audio and visual stimuli.
Key Features: How it Optimises Your Day
The defining feature of the platform is its unmatched AI recommendation algorithm, which rapidly learns your preferences to curate a highly tailored feed. For sports fans and wellness enthusiasts, the app has introduced TikTok Game Plan, a clever product suite that introduces custom in-app destinations and anchor links. This allows you to quickly buy tickets, interact with official AR effects, and participate in gamified community quests. 🏆
The platform serves as an exceptional second-screen experience, allowing you to catch behind-the-scenes athlete content during major broadcast ad breaks. In the first half of 2026 alone, sports content generated over 2 trillion video views, proving that audiences love looking past the glitz and glamour.
Olympian Tilly Kearns highlighted that low-effort, authentic videos, like sharing everyday athletic perils with simple subtitles, perform best. This makes it an excellent tool for discovering genuine human stories without the filtered perfection of traditional social media.
TikTok is here to stay
TikTok has become a ritual for 3 in 4 sports fans, who check the platform for sports content at least once a week. This kind of habitually dedicated engagement with sports doesn’t exist elsewhere in the market.
Ready to transform your second-screen entertainment and join the conversation? Download the TikTok app and curate a feed that inspires your daily routine.
Thank you to the Victory Lap conference and Wade Shipard, Global Sports Partnerships – AUNZ, TikTok, who presented “How TikTok is Rewriting Sports Fandom”.
