A Deeper Dive into ESPN Digital and Social’s Record Success
August 2024 marked 30 consecutive months at No. 1; "This July and August marked the first time ESPN Digital 'won' the Olympic months."
As ESPN continues to produce a seemingly endless string of all-time firsts and superlatives across digital and social platforms, Front Row checked in with SVP, Digital, Social and Streaming Content, Kaitee Daley, for perspective on what all the record-setting numbers mean.
According to the latest Comscore data, ESPN Digital was No. 1 in August for the 30th consecutive month with 111.2 million unique visitors in the U.S. Why is this milestone significant?
I have to start by acknowledging the many teams that have fingerprints on our total digital audience – editorial, audience engagement, video, product, and stats and analysis – to name a few. It doesn’t happen without a collective effort.
The achievement is notable because, over the course of the last decade, the only months where ESPN’s competition would have a larger digital audience were the Yahoo-NBC-led Summer or Winter Olympics instances. This July and August marked the first time ESPN Digital “won” the Olympic months. Two and a half years straight of having the most-visited digital platforms in sports media is impressive in and of itself, too!
ESPN Social has a streak that is even longer – 38 straight months at No. 1 among sports properties in August with 698 million engagements. How does that happen?
Sha’Carri Richardson just earned her first Olympic gold medal.
The gold medal isn’t the win. Persevering is the win. For all who kept going … #ThatsAW pic.twitter.com/jxmOEI7UrR
— espnW (@espnW) August 9, 2024
It happens when you mix the incredible group of creators and curators across our social media team with ESPN’s unrivaled sports rights portfolio and content. Social audiences vary by platform and the platforms are frequently rolling out new features, so the team meets once a week to review performance analytics, discuss strategic adjustments, and plan for upcoming content priorities. Even though we average over 450 posts per day across platforms, we’re focused on fan interactivity with the content versus “pushing everything out,” and that approach has led us to a 50% engagement increase over the last three years (8 billion in FY24).
We’ve been hearing a lot about ESPN as a “preeminent digital sports destination,” especially as it relates to our flagship direct-to-consumer product launching next year. But in many ways, ESPN Digital and Social are already preeminent, right?
I would categorize our reach as outstanding because we are reaching two-thirds of the U.S. adult population and 82% of adults 18-49 on a monthly basis, but we also have incredible opportunities to dimensionalize a fan’s experience with ESPN content, whether it’s giving them the ability to customize multi-view on their connected TV or more immersive streaming experiences with betting and fantasy integrations.
Our newly named Digital Experience & Engagement group recently held a workshopping session around departmental goals, and our Audience pillar specifically calls for deepening engagement and affinity. Streaks are great, but streaks and stickiness are even better!
Rich Arden designed the animation video above
