ESPN’s new streaming service and app, which launched today, features a TikTok-style vertical video feed packed with clips from shows, game highlights, and user-generated content from its growing roster of in-house creators.
The Big Picture: Every social platform has a vertical feed, but ESPN’s marks one of the first times an entertainment company has jumped in (outside of Netflix’s clips tab). By fleshing out its app as a second screen, ESPN is betting the best use case may be a two-device experience.
Behind The Feed: Forget TikTok, Reels, or YouTube Shorts payouts… what’s ESPN’s revenue share for creators on its new “verts” tab?
ESPN has already onboarded digital creators, including sports broadcaster and lifestyle creator Katie Feeney and House of Highlights founder Omar Raja — both of whom were hired full-time at the company.
Shows like SportsCenter and past content hubs like Page 2 (which featured more offbeat sports stories and launched The Ringer’s Bill Simmons) will also provide content.
There’s also an “SC For You” feature in beta, which “uses the AI-generated voices of SportsCenter anchors to deliver a daily version of the show that’s tailored to your favorite teams, leagues, and sports,” per The Verge.
There’s no word yet on whether ESPN’s new mascot, App-E, will also become a virtual influencer and start “making” content for the network.
Last Play: ESPN plans to roll out a new update soon, allowing mobile app users to connect to the ESPN service while watching a live game. The app would then feed stats, fantasy ranks, betting updates, and more tied directly to that matchup. Essentially, ESPN wants to also replace the need to scroll X mid-game.
Prediction: With the NFL season about to kick off, expect the first batch of viral ESPN content — and new popular creators — to be covering all things football.
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