The Women`s Tennis Association (WTA) achieved record performance across its social media channels during the first quarter of 2025. Overall engagement doubled compared to the previous year, with a remarkable 263 million video views recorded across all platforms in March alone.
This significant growth was fueled by the launch of the new WTA brand, major tournaments like the BNP Paribas Open in Indian Wells and the Miami Open presented by Itaú, and compelling storylines from both on and off the court. By the end of March, the total number of followers on official WTA channels reached 6.9 million, marking a substantial 25% increase year-over-year.
Key highlights for the first quarter include:
- Total video views increased by 163% year-over-year across all social platforms.
- YouTube views were up 58% year-over-year, largely due to publishing more content and a greater variety of videos. Popular videos included highlights from the finals at Indian Wells and Miami, generating over 700,000 and 500,000 views respectively.
- TikTok had a record month, boosted by more videos featuring off-court moments.
- Facebook video views saw a 561% increase year-over-year in Q1. Notable content featured Mirra Andreeva`s consecutive WTA 1000 wins and Alex Eala`s success in Miami.
- Instagram video views rose by 148% year-over-year, driven by engaging and shareable content from events such as the WTA Brand launch event in LA hosted by World No. 1 Aryna Sabalenka, the WTA Miami Clubhouse dinner hosted by Ajla Tomljanovic and Donna Vekic, and a fashion panel featuring Marta Kostyuk. This content helped drive a 105% increase in overall engagement on Instagram year-over-year.
Rupert Caldwell