Credit: Sports Industry Group, Interview with Rob Kelly, Strategy Director, Little Dot Sport
For years, sports marketers in the UK have been told: “look at the NFL or NBA, see what they’re doing, and copy it.” The U.S. has been seen as the gold standard in sports content – louder, bigger, better. But in 2025, the data tells a different story.
A new analysis of Instagram and YouTube outputs from all 20 Premier League clubs, compared with the NFL, NBA, and MLB, suggests that English football is setting the pace – and widening the gap.
Instagram: The Premier League’s Global Advantage
Instagram, traditionally a U.S.-leaning platform, has become a powerhouse for Premier League clubs.
- Average following: 13.5m per Premier League club, significantly higher than U.S. franchises.
- Growth: Median follower growth over the past 12 months was 193k per club, compared to 113k (NFL), 87k (NBA), and 45k (MLB).
- Output: Premier League clubs averaged 47 posts per week, compared to just 27.5 for NBA franchises, 23 for NFL teams, and 11.7 for MLB sides.
The irony? The Premier League plays far fewer games. A season is just 38 league matches, with the busiest clubs playing around 65 fixtures. Contrast that with MLB’s 162-game regular season and the NBA’s 82-game schedule, and the productivity gap becomes even starker.
A big part of this success lies in format. U.S. teams lean heavily on carousels, while Premier League clubs balance carousels with Reels – driving greater reach at a time when social video dominates discovery.
YouTube: Rights Models Make the Difference
The disparity is even greater on YouTube.
- Golden State Warriors: 66m views in the past 12 months.
- LA Lakers: 30m views.
- Brighton & Hove Albion: 90.4m views.
- West Ham United: 38m views – outpacing the Lakers despite having a fraction of their global brand power.
Why the gulf? It comes down to rights. In the U.S., the franchise model and widespread distribution dilute the incentive for teams to prioritize YouTube. Revenues are pooled, rights are fragmented, and competition for eyeballs includes not just teams, but leagues and broadcasters.
In the UK, clubs directly benefit from YouTube revenue. Match rights are more tightly protected, giving clubs clearer incentives to publish and monetize their content.
What U.S. Franchises Must Do
For U.S. franchises to close the gap, they will need more than tweaks. They will need a strategic shift:
- Publish more: Especially in the off-season, where many MLB clubs barely post.
- Double down on Reels: Prioritize short-form video over static carousels to grow reach.
- Invest in analytics: Audience data should dictate output and creative strategy – not tradition.
- Rethink YouTube: Despite structural barriers, franchises that get YouTube right can own Gen Z engagement.
Why Premier League Clubs Can’t Get Comfortable
Premier League clubs may be ahead, but there is no room for complacency. They face competition not only from rival clubs but also from the league itself, their own players, and a growing army of platform-native creators who are now acquiring rights. Social is fragmented, noisy, and unforgiving – the grind never stops.
Our Insight
This story isn’t really about the Premier League versus the U.S. leagues. It’s about the future of sports media ecosystems. A few key signals stand out:
- Frequency beats volume of games – posting cadence, not match inventory, drives digital growth.
- Video-first is non-negotiable – discovery and engagement both tilt toward Reels, Shorts, and highlights.
- Rights shape behavior – where teams directly capture digital revenue, they innovate faster.
For rights-holders and clubs, the lesson is clear: content strategy isn’t about copying what works elsewhere. It’s about understanding your rights environment, your audience signals, and the platform economy you’re competing in.
At 365247, we help clubs, leagues, and brands navigate this new ecosystem — from shaping omnichannel content strategies to unlocking hidden revenue streams.
The question is: are you just posting to stay visible, or are you building a digital engine that pays back in reach, revenue, and relevance?
If you’re not sure of the answer, it might be time we had a conversation. Let’s talk
