ESPN Is Rolling Out a TikTok-Like Feed On New Streamer

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.