The Women`s Tennis Association (WTA) achieved unprecedented success on social media during the first quarter of 2025. Total engagement experienced a dramatic increase, doubling compared to the previous year. In March alone, video content across all platforms amassed an impressive 263 million views.
This significant growth was propelled by several key factors, including the introduction of the new WTA brand, the popular `Sunshine Double` tournaments (the BNP Paribas Open in Indian Wells and the Miami Open presented by Itaú), and compelling narratives unfolding both on and off the court. By the close of March, the cumulative follower count on the WTA`s official social media channels had expanded to 6.9 million, marking a substantial 25% rise year-over-year.
Highlights of this strong performance include:
- Overall video views surged by 163% year-over-year across all social media platforms during Q1.
- YouTube saw a 58% year-over-year increase, driven by a greater volume and diversity of published content. The finals at Indian Wells and Miami were particularly popular, generating over 700,000 and 500,000 views respectively.
- TikTok recorded its best month yet, boosted by an increase in short clips featuring off-court happenings.
- Facebook video views showed remarkable growth, climbing 561% year-over-year in Q1. Key content included Mirra Andreeva`s consecutive WTA 1000 victories and Alex Eala`s performance in Miami.
- Instagram video views rose by 148% year-over-year in Q1. This was fueled by engaging, shareable content from events such as the WTA Brand launch in Los Angeles hosted by World No. 1 Aryna Sabalenka, the WTA Miami Clubhouse dinner featuring Ajla Tomljanovic and Donna Vekic, and a fashion panel with Marta Kostyuk. These initiatives contributed to a 105% year-over-year boost in engagement on Instagram during the quarter.
