Grabyo report also reveals double-digit increases on Instagram and YouTube
- Instagram following up 31.2% to 24.2m across 2020; YouTube subscribers rise 25.6% to 10.7m
- Twitter had lowest growth as followers rose by 7.7% to 8m
- Facebook hit 7.1bn video views last year
The Ultimate Fighting Championship (UFC) enjoyed strong growth across its social platforms in 2020, with double-digit increases to its following on Facebook, Instagram and YouTube, according to a new study.
UFC 2020 A Year In Review, produced by the mixed martial arts (MMA) promotion and live video production company Grabyo, revealed that the UFC saw its number of Facebook followers increase by 75 per cent in 2020 to 53.1 million. Instagram followers grew by 31.2 per cent to 24.2 million, while YouTube subscribers rose 25.6 per cent to 10.7 million.
The UFC’s Twitter following had slightly more modest growth, increasing to eight million, though this was still a jump of 7.7 per cent.
As well as growth for followers, Facebook led the way in UFC video views, racking up 7.1 billion in 2020. Instagram clocked 2.6 billion, YouTube had 1.4 billion and Twitter finished the year with 377.9 million.
YouTube topped the rankings for video interactions with 18 billion. This was followed by Instagram with 615.3 million, Facebook with 130.4 million and then Twitter with 19.5 million.
As part of efforts to grow its global fanbase, the UFC says it has continued to make its content localised for regional audiences across the US and Canada, Latam, EMEA and APAC.
With fans unable to attend fight nights, personalisation also remains a focus. In 2020, the UFC acknowledged audiences’ desire for tailored content, which it provided through the likes of native language commentary, formatting for specific devices and digital channels, and featuring international athletes with local appeal.
Additionally, the report brings attention to the UFC’s new content formats, including the Facebook show Quick Hits. Having broadcast 20 of these to date, the short-form interview offering pulled in 72.5 million video views and managed 26.7 million minutes of video watched. Impressions for the show also exceeded 121 million.
“UFC makes it a priority to produce high quality content across all our digital media platforms. It is one of the primary ways UFC stays connected to a global fanbase of more than 300 million,” said David Shaw, the UFC’s senior vice president of international and content.
“Grabyo plays a key part by helping us maintain an efficient workflow and content delivery system. With the tools provided by Grabyo, our digital team is more agile and flexible than ever, ready to deliver the best content to our fans, 24/7.”