WORLD EDUCATION CONNECT MULTIDISCIPLINARY E-PUBLICATION
Vol. V Issue IX (September 2025)
International Circulation
This is an open-access, peer-reviewed, and refereed international publication in online & printed versions that features research papers, abstracts, theses, dissertations, and journals. It is registered to the ISSN National Center of the Philippines, and ISSN International Center, the Global Index for Continuing Resources with ISSN (Online) 2799-0842 and ISSN (Print) 2799-130X.
World Education Connect Multidisciplinary e-Publication, Vol. V, Issue IX (September 2025), pp.176-178
Gillian Franceska D. Trinidad
MBA Student, UPHSD, Metro Manila
Abstract
This study examined how One Sports Philippines sustained digital performance across Facebook, YouTube, and TikTok versus two competitors. We analyzed December 2024 platform analytics and a Metro Manila survey (n=385) capturing use, recall, engagement, and content preferences. ANOVA showed significant platform differences: TikTok generated the highest interactions and views; Facebook delivered steady engagement; YouTube lagged on high-frequency metrics. Brand recall favored One Sports overall and for flagship basketball properties, while rivals led in specific collegiate events. Repeated-measures analysis indicated higher self-reported engagement for One Sports than both competitors. Audiences preferred breaking and timely updates, with highlights, full games, and short-form reels close behind. Findings suggested a platform-specific playbook pairing rapid short-form publishing with community interaction and deeper YouTube series content.
Introduction
In a crowded Philippine sports media market, social platforms have shaped how fans discover, watch, and talk about games. This study examined how One Sports Philippines sustained digital performance through Facebook, YouTube, and TikTok, and how it compared with two competitors (hereafter, Company A Sports and Company B Sports). It focused on platform analytics for December 2024 and a Metro Manila audience survey fielded in 2025. The goal was to identify the content and platform choices that were most strongly associated with engagement, brand recall, and monetization potential, and to translate these patterns into practical strategy. This IMRaD article distilled the thesis’ core methods and findings and compressed them for publication.
Methods
Designs and data. The study was quantitative descriptive–comparative. Two datasets were gathered: (1) platform analytics for One Sports Philippines posts on Facebook, YouTube, and TikTok (reach, likes, comments, shares, views, and watch time) and (2) a structured survey (n = 385) of Metro Manila residents aged 15+ in early 2025, assessing platform usage, brand recall, engagement behaviors, and content preferences. We used convenience sampling for the survey.
Measures. In platform analytics, total interactions and post video views were key. The audience survey measured (a) frequency of liking/reacting, sharing, commenting, watching beyond one minute, and following/subscribing across the three brands; (b) event recall; and (c) content type preference ratings.
Analysis. Stats summarized platform performance and audience profiles. One-way ANOVA and Tukey post hoc tests compared One Sports' platform interactions and views. A repeated measures ANOVA compared self-reported engagement in One Sports, Company-A Sports, and Company-B Sports. Weighting describes content preferences. A Porter's Five Forces perspective supported competitiveness. The source thesis guided all procedures and statistics.
Results
The audience was mostly young people who used technology a lot. The sample was mostly made up of millennials (33.2%) and Gen Z (25.5%). Almost half (47.5%) were employed, and 48.6% were male and 40.0% were female. Facebook and TikTok had the most very-frequent sports users in December 2024 (32.2% and 34.3%), while YouTube had the most non-sports users (28.6%). The same thing happened with platform analytics. Interactions varied markedly among channels (F=79.0, p<.001): TikTok surpassed Facebook, which, in turn, outperformed YouTube. The number of views on videos also differed (F=17.1, p<.001): TikTok had the most views, whereas Facebook and YouTube did not differ in a meaningful way (p=.827). In short, TikTok had bursts of attention and activity, Facebook had constant contact, and YouTube was more of a depth engine than a high-frequency motor. Recall came after event ownership. One Sports won the PBA Governors' Cup (71.4%) and the M6 World Championship (68.3%). Company A won UAAP basketball (53.8%), and Company B won NCAA Season 100 (69.9%). In terms of overall memory, One Sports (48.6%) did better than Company A (34.0%) and Company B (29.2%). Self-reported involvement corroborated this advantage (3.81 vs. 3.59 and 3.56; F=16.90, p<.001). Finally, audiences liked breaking news and timely updates the most (M=4.29–4.21), followed closely by highlights, whole games, and short-form reels. These trends influenced the planned platform-specific strategy of the study.
Discussion
One Sports relied on TikTok for instant engagement in December 2024, while Facebook and YouTube provided steady engagement and long-form viewership. Young, mobile-first users used TikTok and Facebook more than YouTube users, according to surveys. Audience metrics and analytics showed a platform-specific playbook.
Three implications stood out. Short-form speed matters. One Sports' 60-second films helped discover and share, supporting the idea that platform native adaption increases engagement (Varghese, 2025). TikTok had more interactions and views. Second, event ownership promotes recall. Top-of-mind recognition gives One Sports an edge in PBA and other basketball properties. Recall changes with competitors' rights or historic affinity (e.g., NCAA for Company B; UAAP for Company A) (Serafica & Oren, 2024). Community building differentiated. While passive actions (likes/follows) were strong across companies, comments, live Q&A, fan polls, and stitched responses can strengthen relationships and increase algorithmic favor, aligning with social media's role in building loyal fan communities (Abeza, O'Reilly, & Seguin, 2024).
The Porter lens emphasized risk. High competition, moderate supplier power (rights holders set inventory and cost), and many substitutes (global channels and creator-led sports content). Speed—TikTok-focused highlight turnaround—conversation—Facebook-centered interactivity (polls, AMAs, watch alongs) to engage passive viewers—and depth—YouTube series (behind the scenes, player features, serialized explainers) to increase watch time and monetization Finally, recall-lagged events like collegiate properties could diversify exposure and reduce premier tournament dependence.
The study found that One Sports' competitive edge was aligning content form to platform habit, securing memorable tent pole events, and turning attention into community participation and long-term devotion. It fit recent research on platform-specific storytelling, fan-centric strategy, and Philippine media economics.
References
Abeza, G., O’Reilly, N., & Seguin, B. (2024). Social media adoption as a marketing communication tool by non‑professional sports clubs: A multiple case study approach. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-04-2024-0082
Serafica, R. B., & Oren, Q. C. A. (2024). Analysis of the competition landscape of Philippine mass media (PIDS Discussion Paper Series No. 2024‑29). Philippine Institute for Development Studies.
Varghese, G. (2025). Visual storytelling in social media: Strategies for effective communication [Bachelor’s thesis, Amity University]. ResearchGate.
DOI 10.5281/zenodo.17180780
