A new study by TikTok shows that 59 per cent of users in Nigeria follow football content on the platform.
Keagile Makgoba, Head of Communications, Sub-Saharan Africa at TikTok, disclosed this in an interview with the News Agency of Nigeria (NAN) on Monday in Lagos.
Makgoba said the platform had become central to sports entertainment and football culture.
Makgoba said TikTok now hosts match reactions, fan chants, creator commentary and behind-the-scenes moments, making it a hub for sports storytelling across Sub-Saharan Africa and beyond.
She noted that through #SportsOnTikTok, over 6.5 million videos had been created, bringing together fans, athletes, clubs and creators redefining football experiences beyond match schedules.
“From AFCON celebrations to Olympics reactions, tactical analysis and creator storytelling are thriving, making TikTok more than a highlights platform but a real-time sports community,” she said.
Makgoba explained that TikTok had evolved into a space where communities gather to experience sports culture, with fans and creators driving conversations and connecting globally in authentic ways.
She added that football communities across Africa continue to grow, with TikTok emerging as a co-viewing destination during major tournaments where fans actively shape football culture.
“Fans go beyond watching matches; they create reactions, memes, debates and commentary that sustain engagement long after the final whistle,” Makgoba told NAN.
According to her, football remains one of Nigeria’s strongest cultural touchpoints, with 28 per cent of TikTok users actively participating in the sport alongside strong content engagement.
She said hashtags such as #soccer, #football, #supereagles and #naijafootball serve as active hubs for match-day conversations, highlights, and fan-driven storytelling on the platform.
Makgoba disclosed that during AFCON 2025, more than 1.2 million posts were created globally under #AFCON2025, with 28.6 per cent originating from Sub-Saharan Africa.
“This reinforces TikTok’s role as a key discovery destination for football fans following tournaments in real time,” she said.
According to Makgoba, TikTok is shaping the next generation of football fandom and World Cup culture through highly participatory and immersive experiences for users globally.
She added that globally, 85 per cent of fans use TikTok as a second-screen experience, while 42 per cent were more likely to watch live matches after engaging with sports content.
“Additionally, 90 per cent of fans take off-platform actions after viewing sports content, while 72 per cent enjoy fan edits, reaction videos and fan-made sports content,” she said.
Makgoba noted that women were increasingly shaping sports engagement, with 64 per cent choosing TikTok as their preferred platform for sports content globally.
She added that women accounted for 46 per cent of all sports-related TikTok views in the first half of 2025, highlighting growing inclusivity within sports communities.
“TikTok is no longer just where football is watched; it is where football culture is built, shared and experienced collectively by fans,” Makgoba said. NAN