Sport in Australia is no longer confined to just the game. According to new research from TikTok and Omnicom Media, sport has become an always-on, community-driven conversation increasingly shaped by culture, as much as the on-field competition.
It’s no secret that Aussies love sport, and TikTok is proving to be an incredibly popular and important medium for all types of sports content. Sports content generates billions of video views on TikTok in Australia, reflecting a shift from watching sport to actively contributing to its ongoing narrative.
“With over 10 and a half million Australians and more than one billion people worldwide, TikTok is cementing itself as the home of sport in the digital space,” said Amy Bradshaw, general manager of global business solutions for TikTok Australia and New Zealand.
“The final siren is no longer the end of the story. It’s just one moment in an always-on conversation. From pre-game speculation and creator predictions to live reactions, highlights, analysis and memes, sports fans are turning to TikTok throughout the entire fan journey.”
The new research shows how TikTok has fundamentally reshaped sports consumption, turning it into a daily habit rather than a scheduled event. Three in four TikTok sports fans (5.8 million Aussies) now use the platform for sports content weekly, with many engaging daily to follow highlights, reactions, and commentary as it unfolds.
@matildascholz Day in my life game day hostingggg! Lovely w for the boys on the weekend 🥳 @Port Adelaide ⚡️ #hosting #gameday #afl #aflw #dayinmylife ♬ original sound – Matilda Scholz
This constant engagement is also reshaping how live sport is experienced. Globally, a staggering 85 per cent of fans use TikTok as a second screen during live events. Creating a parallel layer of commentary and reaction that runs alongside the broadcast is a cultural phenomenon experienced at new heights at this year’s Australian Open.
“TikTok amplified the Australian Open to new audiences around the world. Working with creators and storytellers to extend the conversation beyond traditional broadcast has deepened engagement, drawn in new audiences, and contributed to record-breaking attendance,” said Brie Stewart, director of content, Tennis Australia.
For many fans, the experience is no longer just about the game. Almost 60 per cent say sports content on TikTok can be more entertaining than the game, and 62 per cent say they watch major sporting events specifically to be part of the cultural conversation happening online at the same time.
Across Australian sport, major codes are already benefiting from the TikTok impact. In 2025, the AFL, NRL and Tennis Australia partnered with TikTok to each generate more than 1 billion video views in the calendar year, reflecting sustained demand for short-form, creator-led sports storytelling.
The AFL in particular is seeing strong habitual engagement, with 76 per cent of TikTok sports fans expressing interest in the league and 41 per cent checking TikTok for sports content daily, embedding it into everyday media consumption behaviour.
@brodie.grundy more energy, more footwork #afl #fyp #sydneyswans ♬ original sound – James Jones
“We’ve seen firsthand how TikTok reaches new audiences and grows fandoms in ways traditional media channels can’t achieve on their own,” said Bec Haagsma, chief commercial and technology officer at the AFL. “Today’s fans want more than the game. They want access, personality, and connection; and they want it all the time. TikTok has enabled our players, clubs and fans to become active contributors to the culture of the game.”
Many AFL athletes also recognise the platform as a space to extend their identity and interests beyond match performance. Players like Christian Petracca, Matilda Scholz, Anne Hatchard and Brodie Grundy lean into TikTok to connect directly and more authentically with fans, covering BTS topics from training, parenting, cooking, and days-in-the-life.
“TikTok has become a really fun way to connect directly with fans and share parts of our lives that people wouldn’t normally see,” said Sydney Swans ruckman, Grundy. “I think fans enjoy seeing that more human and relatable side of athletes, and for us it’s a great way to build a genuine connection with the people who support us every week.”
Another significant shift is how TikTok is expanding to new and diverse audiences. Nearly half of 18–24-year-olds who do not identify as sports fans still watch sports content on TikTok weekly.
Female audiences are also increasingly engaged, with women five per cent more likely to be interested in sport than the national average.
This is not just reinforcement of existing fandom; it is discovery-led growth. Sixty-one per cent of sports fans say they have discovered a new sporting event through TikTok content.
“TikTok is not just serving existing fans. It is creating new demand and bringing entirely new audiences into sport,” said Bradshaw. “Sports on TikTok is a powerful platform for partners to reach highly engaged audiences, tap into fandom at scale and deliver measurable impact during and beyond the official season.”
