ESPN is stepping deeper into the short-form video world with a brand-new TikTok-style feed inside its app, set to launch this week. The update will feature a mix of highlights, reactions and user-generated content alongside a new vertical version of SportsCenter, debuting as a beta on Thursday.
Kaitee Daley, ESPN’s SVP of digital, social and streaming content, explained, “We want this to be a fresh feed that you can get lost in whenever you open the app. Vertical, scrollable video is how so many fans get their information today. I’m just thrilled to be at that moment where we can deliver that.”
ESPN’s evolution in digital sports storytelling has been building for decades. From Page 2 in 2000 to mobile updates, live feeds, Snapchat stories and even a short-lived Quibi experiment, the company has consistently tested new ways to engage fans. But this time, it has more technological muscle than ever. ESPN’s digital team produces over 400 social posts a day with AI support, and its new recommendation system, designed with help from Disney Entertainment and chief product and technology officer Adam Smith, promises personalized video tailored to each fan.
Daley added, “He’s built out a really incredible team who has a lot of experience with recommendation algorithms. That secret sauce, if you will—to have insight into it for the first time… that’s an interesting dynamic, and one that we’re really excited about.”
The rollout marks just the beginning. ESPN says the experience will continue to evolve, potentially adding fan-uploaded highlights and AI-driven personalization in the near future.
