The Women`s Tennis Association (WTA) achieved unprecedented success on social media platforms during the first quarter of 2025. The total engagement metrics doubled year-on-year, highlighted by a massive 263 million video views across all platforms in March alone.
This significant surge was driven by several key factors, including the successful launch of the new WTA brand identity, major tournaments like the BNP Paribas Open in Indian Wells and the Miami Open presented by Itaú (collectively known as the `Sunshine Double`), and captivating news stories emerging from both competitive play and off-court activities. By the close of March, the cumulative follower count across official WTA channels reached 6.9 million, representing a robust 25% increase compared to the same period in the previous year.
Notable achievements during the quarter include:
- Overall video views across all social media platforms saw a remarkable 163% increase year-on-year in Q1.
- YouTube experienced a 58% boost in viewership year-on-year, attributed to a greater volume and wider variety of published content. The outstanding finals at Indian Wells and Miami alone garnered over 700,000 and 500,000 views, respectively.
- TikTok recorded its best month yet, primarily fueled by an increased volume of clips featuring off-court content.
- Facebook video views saw an exceptional rise of 561% year-on-year in Q1. Popular content included coverage of Mirra Andreeva’s consecutive WTA 1000 victories and Alex Eala’s successful run in Miami.
- Instagram video views climbed by 148% year-on-year in Q1. This growth was supported by engaging and shareable content from events such as the WTA Brand launch in LA hosted by World No. 1 Aryna Sabalenka, the WTA Miami Clubhouse dinner hosted by Ajla Tomljanovic and Donna Vekic, and a fashion panel featuring Marta Kostyuk and Wellness Cafe. These engaging posts contributed to a 105% increase in overall engagement on Instagram year-on-year during Q1.
Jasper Hawthorne 
Dominic Ashworth