NBA jumps on TikTok craze
New partnership brings game highlights and customized clips to ByteDance’s TikTok, Douyin and Toutiao
On the sidelines of one recent NBA game, two-year-old Jrue Tyler Holiday is seen reaching out to her dad with a tiny hand. The 6-foot-4 New Orleans Pelicans point guard Jrue Holiday turns to his daughter, plants a kiss on her lips, and gives one to his wife as well. Meanwhile Chinese pop star Jiang Yaojia’s tear-jerking hit “Father” plays over the adorable scene.
It’s all part of the NBA’s new partnership with Chinese mega start-up ByteDance. In addition to China, TikTok says viewers in the US and five other countries can now watch NBA game highlights and behind-the-scene clips customized to the app’s bite-size length. Users in China will also find similar content on ByteDance’s Xigua Video and its news aggregation site Toutiao.
Even more fans are tuning in to catch full NBA games online. In China, Tencent holds the digital broadcasting rights to all NBA content. Last year on mobile alone, nearly 200 million people tuned for the NBA Finals.