Tubular Labs, which powers brands like Warner Brothers, Microsoft, Twitch, and CBS Interactive, is the leading company for social video analytics. Their 2019 report for online viewership showed strong results for MMA organizations.
Leading the way with 14.6 billion views across all platforms was World Wrestling Entertainment (WWE), but two of the top five are familiar names in the space of combat sports: ONE Championship and the UFC.
ONE came in slightly behind the National Football League (NFL) with 5.6 billion cross-platform views while the UFC rounded out the top five with 3.8 billion views.
As cord-cutting continues to shape how fans access their favorite sports, ONE and the UFC are at the forefront of providing fans with content options through online platforms. Both organizations leverage their social media platforms (YouTube, Twitter, Facebook, etc.), but each also provides fans with access to events through digital apps.
As global sports properties, both have found ways to leverage their online platforms to reach the masses.
The global COVID-19 pandemic has put a halt to many sporting events across the globe in 2020. However, the numbers from Tubular Labs shows that sporting events are well-positioned for continued growth in a post-coronavirus world. The global reach through online viewership can help bridge cultural divides and open access to fans anywhere in the world.
Along with WWE, the mixed martial arts world is able to show the broad reach of its sport. It is a truly international sport, and its fans are wanting to consume as much content as they can view.
The data from 2019 shows that both prominent organizations have provided a bright future for mixed martial arts.
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