// social media behavior

Source: The Verge

The fragmentation of social media has eliminated the shared, real-time commentary layer that made live sports a communal experience. No single platform has captured both the scale and cultural authority Twitter once held. Broadcasters and leagues lose the organic marketing engine that turned casual viewers into invested participants. Platforms like X, Threads, and Bluesky each capture only siloed fragments of that audience. Without a dominant second-screen venue, engagement metrics drop, ad inventory becomes harder to monetize, and sports properties must build their own community infrastructure rather than relying on existing network effects.