TikTok gained ground as second screen to watch the 2026 World Cup

TikTok has emerged as a key second-screen platform for fans following the 2026 World Cup, according to data shared by the social media giant. The platform saw a surge in usage both before and during matches, with 50% of its users seeking information related to the tournament prior to games, and 56% using the app during live matches to track real-time reactions, commentary, and updates. Jorge Taboada, head of operations for TikTok in Latin America, highlighted that nearly half of the global population, approximately three billion people, express interest in football. This widespread engagement transformed TikTok into more than just a tool for checking scores and goals; it became a vibrant space for conversations, trends, and cultural phenomena tied to the sport. The impact was particularly notable in terms of user-generated content. A viral audio clip featuring a mix of songs by Juan Gabriel, used to celebrate victories, led to the creation of around 200,000 videos within 30 days, a staggering increase of over 7,400% compared to the previous month. These videos collectively amassed nearly 700 million views in less than a month, showcasing how the platform facilitated collective celebration and expression. Users turned to TikTok for several reasons, including algorithmic recommendations (40%), staying updated on trends (38%), sharing their own content (36%), learning from others' perspectives (35%), following favorite teams and players (35%), and watching match highlights (35%). This diverse range of motivations underscores the platform’s role as a central hub for sports enthusiasts. Beyond the matches themselves, social media played a crucial role in shaping the narrative around the World Cup. Individuals such as Josimar José Évora, known as "Vozinha," the goalkeeper for Cape Verde, gained attention for his performances. Interactions among athletes, like exchanges between Erling Haaland and Vinícius Jr., sparked memes and posts that were widely shared across the platform. In Mexico, local trends such as the celebration of "Quiere volar," the phenomenon surrounding Pato Merlín, and the phrase "¿Y si sí?" replaced the traditional rallying cry "Sí se puede." Some fans even went so far as to tattoo the new slogan, illustrating the deep emotional connection formed through the platform. With restrictions on official broadcasts, many users created alternative content, capturing the atmosphere outside the stadiums, fan reactions, and other off-field moments. This grassroots approach allowed for a richer, more personal experience of the tournament. Corporate strategies also evolved, with agreements allowing certain matches to be streamed directly on TikTok through partnerships with broadcasters like RCN in Colombia and América Televisión in Peru. This shift demonstrated the viability of vertical screen viewing for sports, with one Colombian team's match recording the highest live audience in TikTok's history in the country. Taboada emphasized the responsible use of artificial intelligence in content creation, stating that while AI can serve as a useful tool, videos composed predominantly by AI, up to 90%, are often deprioritized by the algorithm, limiting their reach. He noted that the platform encourages AI as a supplementary resource rather than a primary means of content generation. As the tournament progresses, the evolving relationship between sports and digital platforms continues to redefine how fans engage with major sporting events.