TikTok seeks to push further into sports this time, through a live-stream of an Inter Miami upcoming finals match in the MLS, though with a catch that really leans more into how Twitter has sought to integrate live sports coverage.

For the last match of Inter Miami, spectators will be treated to a live-streaming experience focused solely on the end of Miami captain Lionel Messi's season: in addition, his player spotlight cam shall be dedicated to Messi during play.
TikTok

When Inter Miami CF opens its quest for MLS Cup presented by Audi, fans will see plenty of Messi. The Player Spotlight stream will air exclusively on @MLS and simulcast on @InterMiamiCF five minutes before kickoff. This will mark the first occasion that a full-length, live soccer game with a single player focus will have streamed on TikTok.

Though not the first of its kind on social media at large.

As discussed, Twitter-henceforth X-was already able to broadcast various live streams of NBA games, focusing on one specific player, which seems more acceptable as a subsidiary of streaming the game under proper licensing agreements.

Twitter too tried that path, telecasting the entire games of the NFL as well as MLB. But the cost incurred to buy all the streaming rights was too high for the platform to sustain itself.

Focusing on one player does look like an even cheaper way to go, and one which, again, is allowable under the existing rights. And with a star like Messi to focus on, it could be a good way for TikTok to tap into the surrounding hype, and strengthen its bonds with sporting communities.

Even if it has been bridging the gap between a supplementary sports channel and an actual broadcaster which hasn't been a viable pathway for other platforms.

Along with Twitter, Facebook has also experimented with sports broadcasting, looking to integrate live debate with the stream. It has not quite clicked this way, judging by the popularity of the format; most seem to want to watch the game on the massive screen and catch the chatter on social media during the intervals.

In theory, this should combine both to at least some extent. And yet again, Twitter tried for years to marry up its potential as a discussion app with the actual content - and never really took off.

Will it work for TikTok?

The app has become a major hub for sports-related content, especially in terms of younger users.

In fact, TikTok reports that its users have created over 7 million soccer-related posts in 2024 thus far, and @MLS has the biggest international audience across North American sports leagues on the platform.

And with Messi's global appeal, it does appear that way. But the TikTok generation also tends to view more based on highlights, rather than watching whole games.

And a full match focused on one player, as the play moves off-screen at times, may also challenge the already-too-short attention spans of the TikTok crowd.

Still, it may be worth an experiment; and better yet, it will give further insight into helping TikTok make strides on improving its sports content.

The live stream will be held on Friday, October 25th at 8:45 p.m. ET.