TikTok says football remains one of the strongest passions among its users in Nigeria, with 59 per cent of users on the platform following the sport.
TikTok
The social media platform disclosed this in a report highlighting the growing influence of football communities and sports content across Sub-Saharan Africa.
According to TikTok, 28 per cent of its users in Nigeria actively participate in football, underscoring the sport’s significance as a cultural touchpoint and a driver of engagement on the platform.
The report noted that football-related hashtags such as #football, #soccer, #SuperEagles and #NaijaFootball have become active hubs for fan reactions, commentary, highlights and match-day conversations.
TikTok said it had evolved into a leading platform for sports entertainment and football culture, bringing together fans, athletes, clubs and content creators through its #SportsOnTikTok initiative.
It revealed that more than 6.5 million videos had been created under the #SportsOnTikTok hashtag, reflecting growing interest in sports content ranging from match reactions and tactical analysis to creator-led storytelling.
“Football communities across Africa are increasingly using TikTok to celebrate their teams, share reactions, debate key moments and connect with global football audiences in authentic and engaging ways,” the report stated.
The platform also highlighted strong engagement during the 2025 Africa Cup of Nations (AFCON), noting that more than 1.2 million posts were created globally under the #AFCON2025 hashtag.
According to TikTok, 28.6 per cent of those posts originated from Sub-Saharan Africa, reinforcing the platform’s role as a major destination for football fans following tournaments in real time.
The report further showed that sports content on TikTok continues to influence audiences beyond the platform.
It stated that 85 per cent of sports fans globally use TikTok as a second-screen experience while watching sporting events, while 42 per cent are more likely to tune into live matches after viewing sports content on the platform.
Additionally, 90 per cent of fans reportedly take at least one action outside the platform after watching sports-related content, while 72 per cent enjoy viewing fan edits, reaction videos and other fan-generated sports content.
TikTok also highlighted the increasing participation of women in sports conversations on the platform.
According to the report, 64 per cent of women globally choose TikTok as their preferred destination for sports content, accounting for 46 per cent of all sports-related views on the platform during the first half of 2025.
The company said the findings reflected a new era of digital sports engagement in which football and other sporting experiences extend beyond the pitch through fan participation, content creation and online communities.
It added that TikTok was becoming a key destination for the next generation of football fandom, transforming passive viewership into active participation through shared experiences and real-time interactions.
