After another record-breaking World Cup, TikTok and the BBC reveal how they collaborated around the tournament, using social not as a replacement for broadcast, but as a way to build excitement, reach new audiences and ultimately drive more eyeballs to BBC coverage, helping it to reach hundreds of millions online in addition to the tens of millions on linear.

The pair use this to look at how broadcasters can use platforms like TikTok to turn discovery into viewing, casual interest into fandom, and make sport relevant to audiences who might not otherwise seek it out.