The Women`s Tennis Association (WTA) reported exceptional social media results during the first quarter of 2025, achieving record engagement levels. Total engagement doubled year-over-year, with video views across all platforms hitting a remarkable 263 million just in the month of March.
This significant growth was fueled by several factors, including the introduction of the new WTA brand, major events like the BNP Paribas Open in Indian Wells and the Miami Open (collectively known as the Sunshine Double), and compelling narratives emerging both on and off the court. Consequently, the official WTA social media channels saw their total follower count grow to 6.9 million by the end of March, marking a substantial 25% increase compared to the previous year.
Key Performance Highlights:
- Overall video views for Q1 surged by 163% year-over-year across all social media platforms.
- YouTube experienced a 58% increase in views year-over-year, attributed to a greater volume and variety of content. The finals at Indian Wells and Miami were particularly popular, generating over 700,000 and 500,000 views respectively.
- TikTok had its most successful month on record, boosted by increased content focusing on off-court activities and player personalities.
- Facebook video views saw an astonishing 561% rise in Q1. Key stories driving this included Mirra Andreeva’s back-to-back WTA 1000 victories and Alex Eala’s impressive performance in Miami.
- Instagram video views climbed by 148% in Q1. Engaging and shareable content from events like the WTA Brand launch hosted by World No. 1 Aryna Sabalenka, the Miami Clubhouse dinner with Ajla Tomljanovic and Donna Vekic, and a fashion panel featuring Marta Kostyuk and Wellness Cafe contributed significantly. This also led to a 105% increase in total engagements on Instagram during the quarter.
