The League Table evaluates International Federations’ (IFs) performance across multiple digital platforms, including Facebook, Instagram, YouTube, X (formerly Twitter), TikTok, and—for the first time—Chinese social media channels.

The No. 2 overall ranking marks a significant step forward for World Aquatics, reflecting a year of growth and innovation across its digital platforms.

Strong Performances Across All Platforms

World Aquatics saw notable improvements across multiple platforms, demonstrating strong engagement and audience growth:

• 2nd on Instagram  (up from 5th in 2023)
• 2nd on Facebook
• 5th on X  (up from 8th)
• 7th on TikTok
• 11th on YouTube

With Chinese platforms included in the rankings for the first time, World Aquatics made an immediate impact:

• 6th overall across Chinese channels
• 5th on Weibo
• 6th on Douyin
• 8th on WeChat

Landmark Year for Digital Growth

World Aquatics’ rise in the rankings was underpinned by a record-breaking year of digital engagement, with the Paris 2024 Olympic Games playing a significant role. During the Games, World Aquatics achieved:

• 1.3 billion impressions
• 621 million engagements
• 609 million video views

This marked an extraordinary 1,800% increase in social media impressions compared to Tokyo 2020. A well-planned digital strategy combined event coverage with original programming, helping attract 1.1 million new followers during Paris 2024 alone as World Aquatics reached the six-million-follower mark across all digital channels.

Innovative Content Strategies

Innovative content strategies, such as About Last Night—a nightly recap show featuring Olympic legends—and the AQUA Fan Van, brought immersive, interactive storytelling to Paris 2024. During 2024, World Aquatics averaged over one million video views per hour for 24 consecutive days.

With 32 events in 2024—including the World Aquatics Championships in Doha, the World Swimming Championships (25m) in Budapest, and various World Cups—World Aquatics built a strong year-round digital presence that sustained engagement and grew audience figures beyond the Olympic spotlight.

Looking Ahead to 2025

With another packed year ahead—including the World Aquatics Championships – Singapore 2025—World Aquatics is focused on sustaining its momentum and further strengthening engagement with aquatics fans.

In 2024, World Aquatics prioritized innovation and data-driven insights to better understand what audiences want to see on digital platforms. This work has been recognised, reinforcing the commitment to bringing fans closer to the sports they love. World Aquatics is excited to deliver even more dynamic and engaging content in 2025.

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