We've explored the main recent reports dedicated to the sports industry and found the most relevant insights, figures, and trends on viewership, communication, and fandom formation.

Discover the main digital trends in sports viewership, coverage and fandom engagement 2025 based on the most significant industrial reports. 

Main trends in sports coverage, viewership, and fandoms 2025: discovering the latest reports

If to avoid naming trends as “using AI, datafication, women sports growth” but find the particular changes and numbers, what we see:<h3>Rise of digital sports streaming and personalised fan engagement</h3><ol><li data-list="bullet">27% of sports fans watch TV sports channels weekly, while 23% stream online</li><li data-list="bullet">Millennials (57%) are the most likely to pay for a sports subscription service, followed by Gen Zers (53%) and Xers (40%).</li><li data-list="bullet">Sports streaming on Amazon Prime has increased by 59% since 2021, signalling the growing importance of digital-first sports experiences.</li></ol><h3>New economics of streaming services</h3>While the shift to sports streaming services opens new revenue streams, sports media faces challenges, including subscription fatigue and a fragmented landscape. Churn rates among sports subscribers are high, prompting companies to explore bundling streaming services (e.g., Disney+ and Hulu Sports). Moreover, younger fans increasingly rely on algorithm-driven sports content for their sports news updates, raising questions about whether they will commit to paid sports streaming subscriptions.To counteract these challenges, sports leagues and sports teams are prioritizing data-driven fan engagement and personalized marketing to drive loyalty:<ol><li data-list="bullet">The NFL fan database has centralized over 20 million sports fans to streamline outreach.</li><li data-list="bullet">Major League Baseball (MLB fan engagement) uses fan data to enhance the stadium experience, offering personalized promotions and real-time notifications.</li><li data-list="bullet">68% of consumers say sports personalization significantly increases their brand satisfaction.</li></ol>﻿﻿﻿﻿﻿﻿﻿﻿<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/bccf06e6-f60a-4a25-b4b7-9c490abc6a23.png"><a href="https://www.pwc.co.uk/hospitality-leisure/documents/global-sports-survey-2024.pdf" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">PWC</a> formed the key insights from Women Super League fans and England women’s football fans:&nbsp;<ol><li data-list="bullet">The most popular sports are football, boxing and cricket. </li><li data-list="bullet">14% of the audience are gamers. </li><li data-list="bullet">Greater affinity for premium brands such as John Lewis. </li><li data-list="bullet">Betting and gambling are of high interest to both audiences. </li><li data-list="bullet">Sizeable opportunity for rights holders, fans and brands. </li><li data-list="bullet">65% of WSL club fans are male. </li><li data-list="bullet">10% of the audience is interested in sustainability, human rights and climate. </li></ol><h3>Fandom evolution: athlete-driven engagement</h3>Sports fandom is evolving beyond team loyalty, with younger audiences increasingly drawn to individual athletes and their personal brands. This is particularly pronounced in women’s sports, which continues to gain momentum:<ol><li data-list="bullet">The 2025 Women’s Euros and the Women’s Rugby World Cup 2025 are expected to drive record-breaking engagement.</li><li data-list="bullet">Rising stars like Caitlin Clark and Leah Williamson are spearheading a surge in women’s sports viewership, attracting new fans.</li><li data-list="bullet">Industry leaders identify women’s sports growth as the top sports investment opportunity.</li></ol><img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/d4a346fa-5100-4767-8e22-cf6363129fe1.png"><a href="https://sporsora.com/etudes/1451-2024-global-sports-survey/file" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">In Europe, only around two-thirds of followers</a> of top football leagues regularly watch live games, which presents both a threat and an opportunity to grow viewership and provides other ways to interact with favourite sports and teams.A fifth of fans,&nbsp;<a href="https://www.mediaculture.com/insights/the-psychology-of-fandom-what-drives-sports-fans" target="_blank" style="font-size: 16px;">studied by Media Culture</a>, are fans because of the communities they want to be part of, but just because they support the team. The social aspect and necessary feeling of belonging is bonding fans and their passion, giving them more joy. That’s why when fans are gathering from different countries to support the same team, they crucially need to have a way to communicate with each other and perform their communicativeness. One of the best examples of this is La Liga, which gathers fans worldwide through its League community-building app.<h3>Fan Ownership Models and Blockchain in Sports</h3>Another emerging trend is the rise of fan-owned sports clubs, which give supporters a stake in their favourite teams. Actually, this highlights the importance of fan communities because nowadays they literally rule sports.This movement is part of a more significant sports decentralization trend:<ol><li data-list="bullet">The German Bundesliga’s 50+1 rule ensures fan-majority ownership, fostering strong community-driven sports organizations.</li><li data-list="bullet">Clubs like AFC Wimbledon and Real Oviedo allow fans to influence sports team decisions, from jersey designs to charity partnerships.</li><li data-list="bullet">Blockchain-based fan tokens (e.g., Socios.com fan tokens) enable interactive fan engagement, provide financial support for clubs, and increase fan loyalty.</li></ol><img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/5e3d6a7d-04a3-482f-ae03-b8016414f34d.png"><h3>The role of AI and data analytics in sports coverage</h3>Generative AI in sports and sports analytics are set to revolutionize sports media, impacting everything from sports content creation to fan engagement:<ol><li data-list="bullet">AI-driven sports personalisation is helping sports leagues tailor sports recommendations, making sports coverage more immersive.</li><li data-list="bullet">Predictive sports analytics enhance sports betting, player performance analysis, and fan behaviour insights.</li><li data-list="bullet">AI-generated sports commentary and automated sports highlights make real-time sports coverage more dynamic and cost-effective.</li></ol>Looking ahead, the sports industry trends in 2025 will need to balance innovation with accessibility. As sports streaming services and digital-first sports content dominate, sports leagues must ensure that sports fans across generations can affordably engage with sports media. Meanwhile, emerging sports technologies and fan-driven sports innovations will continue to shape the future of sports consumption, making 2025 a defining year for watching sports online, interacting with, and supporting people's favourite teams and athletes.**If you want to grow engagement, build strong fan communities, or provide live streaming in your sports app with influencers and athletes as hosts, please&nbsp;contact us or fill out the form below. We will help you find the best strategy to grow fan engagement. Sources:<ol><li data-list="bullet"><a href="https://sporsora.com/etudes/1451-2024-global-sports-survey/file" rel="noopener noreferrer" target="_blank">sporsora.com</a></li><li data-list="bullet"><a href="https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-telecom-outlooks.html" rel="noopener noreferrer" target="_blank">deloitte.com</a></li><li data-list="bullet"><a href="https://www.gwi.com/blog/sports-viewership-trends" rel="noopener noreferrer" target="_blank">gwi.com</a></li><li data-list="bullet"><a href="https://www.mckinsey.com/industries/retail/our-insights/sporting-goods-industry-trends" rel="noopener noreferrer" target="_blank">mckinsey.com</a></li><li data-list="bullet"><a href="https://www.mediaculture.com/insights/the-psychology-of-fandom-what-drives-sports-fans" rel="noopener noreferrer" target="_blank">mediaculture.com</a></li><li data-list="bullet"><a href="https://www.pwc.co.uk/hospitality-leisure/documents/global-sports-survey-2024.pdf" rel="noopener noreferrer" target="_blank">pwc.co.uk</a></li><li data-list="bullet"><a href="https://www.broadcastnow.co.uk/tech-innovation/comment-five-trends-that-will-drive-sport-content-in-2025/5200232.article" rel="noopener noreferrer" target="_blank">broadcastnow.co.uk</a></li></ol>

Collecting user insights is vital for providing a personalised user experience. Gathering information directly from your target audience will help improve the user journey and content strategy.

Learn how to collect first-party data with the right tools and why it matters.

How & Why Is Collecting Users' Insights Crucial for Your Business

We've been working behind the scenes to bring you some updates that improve how you manage and engage with your communities. From new roles to advanced analytics, let's dive deeper.

Discover the latest Watchers live chat updates to boost engagement and enhance your engagement strategy. New analytics, custom avatars, and improved moderation features.

March Product Updates: New Features & Enhancements

👥 Introducing the Community Manager RoleManaging your community just got easier and safer. We’ve added a community manager role to the admin panel, giving your team more flexibility in assigning permissions.What can community managers do?<ul><li>Access all messages, rooms, and moderation.</li><li>Manage widgets.</li><li>Handle technical support requests and export data reports.</li><li>Customise stickers, reactions, and language settings.</li><li>View analytics and information sections.</li></ul>You can update an admin panel user's role anytime if needed. More control, less hassle!📊 New Analytics Features📈 30-Day Retention DashboardWant to understand how well your platform retains users? Head to analytics to explore the necessary data and track engagement over time.<figure class="image"><img style="aspect-ratio:1124/670;" src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/c5b95d43-4fd1-4227-946b-bff9a3fe7b71.png" alt="user-retention-for-live-chat" width="1124" height="670"></figure>&nbsp;📈Active Users Per HourEver wondered when your chats are buzzing the most? Now, you can see peak activity times by going to analytics and selecting your preferred time period.🧠 AI-Powered Semantic AnalysisAnalyse chat conversations with ease. You can now transfer messages directly to our AI model for semantic analysis. Simply go to Semantic Analysis, select a time period, and let the AI do the heavy lifting.🖼️ User Avatars: More Customisation OptionsWhat if your users want to have their cats or favourite actors on avatars? We’re giving users more ways to personalise their profiles. Admins can now enable user-uploaded avatars while ensuring content safety with AI moderation.Three avatar options:<ol><li>Preset avatars only: users select from a predefined set.</li><li>Custom avatars only: Users upload their own images.</li><li>Both options enabled: Users can choose between preset or custom avatars.</li></ol>Admins and moderators can review and block inappropriate images manually if you find that AI options are not enough. And as with all our features, you can activate or deactivate it in settings.🎨 Stickers for Specific UsersWant to make stickers more exclusive and award users with something special? You can now link a sticker pack to a specific badge, so that only users with that badge can use it. Exclusive perks made easy!🔗 Easy Invitation Links for Admin Panel UsersInviting new admin panel users is now seamless. Admins can **generate invitation links** with expiration dates and even revoke or regenerate them if needed. Only admins can create these links, keeping access secure.🕵️‍♂️ Shadow Ban for All RoomsPreviously, shadow bans only applied to specific rooms. Now, when moderators shadow-ban a user, their messages will be invisible in all rooms. If you lift the ban, their new messages will become visible again everywhere. A smoother way to maintain community integrity!<hr>That’s it for last month's update! Have any questions? Feel free to contact the Watchers team by emailing us at hello@watchers.io.Happy chatting! 🚀 &nbsp;

Exploring how community-based live chat has positively impacted the utility of various platforms and how to integrate it easily.

How and Why to Integrate Live Chat: Crucial Reasons and Simple Steps

Retention and engagement growth are crucial goals, and they can be significantly enhanced by implementing community-based live chat features. Users naturally gravitate towards platforms where they can share experiences with others who share their interests, whether in sports, foreign languages, or TV series. Imagine someone excitedly sharing details about your website over coffee — community-based live chat creates that space where users can connect with like-minded individuals and share their enthusiasm.But what can be included in this strategy, and how can you achieve your goals once the decision to implement live chat has been made?<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/a8e08749-ccee-4c78-a6a7-042684174b0f.jpg"><h2>Why?</h2>Let’s start from the beginning — community-based live chat features are essential for your platform for various reasons. So, why are they beneficial, and how can they help you?<h3>Regain users from social media platforms</h3>Companies invest heavily in attracting users on social media, gathering thousands of followers. Without a live chat feature, users seeking engagement will turn to social media to discuss their experiences. However, providing an in-app chat function ensures that users can engage in discussions without needing to leave.By fostering engagement within your platform, you encourage users to spend more time interacting with both the platform and other users. This enhances user satisfaction and strengthens brand loyalty.<a href="https://www.laliga.com/en-GB/news/enjoy-the-clasico-with-la-liga-virtual-arena" rel="noopener noreferrer" target="_blank">A prime example is La Liga</a>. While having millions of followers on social media, they lacked direct access to first-party user data. They implemented a second-screen experience that led users to their app to address this. By scanning a QR code, users gained exclusive benefits and participated in fan communities. This approach brought fans closer to their favourite league while allowing La Liga to understand their needs, desires, and behaviour more effectively.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/c2dfee05-0be6-4624-8f4d-50955e5f2c8c.jpg"><h3>Stand out from the competition</h3>If users are choosing between similar services, they are more likely to select the one offering a unique, engaging experience. Consider social media behaviour: users return frequently to check messages, comments, and updates. By integrating community-based live chat within your platform, you create a similar incentive — users return not just for your content but to interact with their mates. This level of engagement makes your platform more sticky and reduces the risk of losing users to competitors. Additionally, it eliminates the exposure to competitor ads, which is common on social networks.<h3>Improved retention rates</h3>The benefits outlined above naturally lead to better retention. Customers can be fickle with their preferences, making it difficult to keep them engaged over time. If they don’t find ongoing value in your platform, they will move on to competitors. However, live chat can boost retention by keeping users engaged and invested in your community.<h3>Understand your customers’ needs and pains </h3>Community live chats offer <a href="https://watchers.io/post/semantic-and-sentiment-analysis-what-are-the-best-sources-of-consumers-thoughts" rel="noopener noreferrer" target="_blank">direct insights into user behaviour, preferences, and concerns.</a> Unlike support tickets, which only capture negative experiences, live chat lets you observe real-time interactions. Why do users engage with specific content? What time of day do they use your platform? What do they discuss most? These insights help refine your platform’s offerings and improve the user experience.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/b45e9cdd-8948-4d24-9946-ef19ee04d020.jpg"><h2>How?</h2>There are several steps to launching an in-app community chat for real-time messaging. Key technologies include SDKs, web views, and chat APIs. Using webview and iframe integration simplifies implementation, allowing clients to access new updates and features immediately without being tied to release cycles.Steps to Implement In-App Live Chat:1. Define chat visibility: decide whether users can see the chat before logging in or after authentication. Chat can function similarly to media paywalls, where users must subscribe or, at least, log in to participate.2. Choose an authentication method: will customers interact using their main profile names and avatars, or will they remain anonymous with specific chat nicknames?3. Determine the chat entry point: this varies by industry. Some platforms benefit from placing chat lobbies on the homepage, while others integrate chat within content pages for context-driven discussions.4. Customise the chat and enable moderation: activate necessary moderation levels (or all of them) and ensure users are aware of the new feature. Engagement tools like in-app live streaming, quizzes, and interactive widgets can further encourage participation.By following these steps, you can create an engaging community that drives user retention, improves brand loyalty, and enhances the overall experience on your platform.***If you want to integrate community-based live chat or other social tools into your website or app, fill out the form below. We will help you find the best solution for your engagement strategy.

Discover why gaming is better with a community. Explore features like in-app live streaming and real-time communication to improve engagement and keep customers coming back

Learn how to enhance engagement on your site through innovative features like in-app live streaming, chat widgets, and real-time communication. Integrate these tools into your platform to build a gaming community hub full of happy customers.

You Never Game Alone: Live Chats and In-app Live-Streaming to Make Gaming Brighter

Why Socialization is the Heart of GamingWhat’s the best thing about gaming online? Some might say the relaxation, the storylines, or the exciting unpredictability. However, experts are increasingly noticing that socialisation is the most enticing aspect for gamers.Players want space to discuss the games they play, sing their praises, and vent their frustrations to other players. They want camaraderie, fellowship, and community-building capabilities.This is evident in the success of platforms like Twitch, Kick, and Discord, as well as the continuous growth of all areas of the gaming industry. With Millennials and Gen Z driving demand, the need for in-app engagement tools as live chat for real-time messaging and live-streaming is more crucial than ever.Complex Camaraderie: The Evolving Social Needs of GamersThe traditional view of gamers is that they are unsociable creatures—recluses who prefer to spend evenings on their computers rather than in the real world. In fact, extensive research shows that gamers enjoy socialization as much as anyone, if not more. However, this long-standing misconception has led to many business leaders erroneously writing off the need for social features on their video gaming platforms and iGaming sites.As Bowman, Rieger, and Tammy Lin note in<a href="https://pubmed.ncbi.nlm.nih.gov/35313181/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);"> </a><a href="https://pubmed.ncbi.nlm.nih.gov/35313181/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">their recent publication</a>, technological advancements have increased the desire for socialization among gamers. Players now have more ways to socialize, and they enjoy it. Gamers actively look for gaming community hubs with the following features:• Live Chats • Video Chatrooms • AI Chatbots • Online ForumsSince gamers seek socialization, if gaming sites and apps don’t provide space, they use Twitch, Kick, and Discord to socialise and get the gaming experience with soulmates.Cross-Platform Play TrendSimply put, this trend allows gamers to play together regardless of the device and hardware they use. This shift is driven by consumer demand for more<a href="https://techgraph.co/opinions/evolution-of-gaming-key-trends-shaping-industry-in-2025/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);"> </a><a href="https://techgraph.co/opinions/evolution-of-gaming-key-trends-shaping-industry-in-2025/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 255);">interconnected gaming experiences</a> and is supported by technological advancements that facilitate seamless multiplayer interactions across various platforms. This trend also proves that social-building approaches are among the most critical aspects of the gaming experience. A sense of belonging and collective participation is a top priority for gamers.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/88d09ba1-499b-483f-8337-d2e4fd6f9b6c.png">Developers are increasingly implementing cross-platform play to foster better communal experiences and extend the longevity of games. This approach not only expands the player base but also enhances competitive environments, attracting a wider audience. The growing support for cross-platform play is evident, with many games now offering this feature, reflecting its normalization within industry standards. In 2020, <a href="https://venturebeat.com/business/epic-games-makes-epic-online-services-available-for-free-to-game-devs/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 255);">Epic Games released Epic Online Services</a>, enabling developers to integrate cross-platform play into their games. This tool supports matchmaking, friends lists, achievements, and other features across platforms such as PC, PlayStation 4, Xbox One, Nintendo Switch, iOS, and Android, further promoting the trend of cross-platform gaming.Overall, the trend toward cross-platform play reflects a broader industry shift toward inclusivity and connectivity, enhancing the gaming experience for a diverse and widespread audience.Social Technology: Video Gaming Engagement Tools<a href="https://www.researchgate.net/publication/344081040_Do_Video_Games_Satisfy_Our_Social_Needs" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">Research by Punsalan, Dong, Lam</a><a href="https://www.researchgate.net/publication/344081040_Do_Video_Games_Satisfy_Our_Social_Needs" target="_blank">,&nbsp;</a>and<a href="https://www.researchgate.net/publication/344081040_Do_Video_Games_Satisfy_Our_Social_Needs" target="_blank">&nbsp;Akima</a>&nbsp;revealed a strong link between “the amount of time spent playing online video games and levels of socialization” a gamer experiences.This suggests that video gamers are more likely to play for longer if there are more diverse socialization features. Therefore, adding social features to a platform builds engagement and keeps video gamers active, demonstrating the potential benefits of integrated social tools like in-app live streaming and real-time communication.With this in mind, let’s explore what video gaming engagement tools exist and how they can benefit your business.In-App Live Chats: Build a Local CommunityAllowing gamers to chat while playing can build a loyal community. Players can get the socialization they desire without having to leave your platform for an external messaging service. This keeps them engaged with your brand at all times.Facilitating player-to-player interactions also increases sales, as users effectively “upsell” your services to their peers when they discuss games, live streams, and bonus content like in-app purchases. Gamers can find a welcoming and like-minded community in these discussions.Some business leaders may be hesitant about implementing in-app chats due to the content moderation needed to prevent users from spreading harmful or insensitive information. However, this potential roadblock to community safety can be easily mitigated.&nbsp;Built-in AI-powered content moderation tools let you automatically restrict certain content and phrases from being sent. This ensures you can build a safe and inclusive community app for your brand, free from discriminatory language. In turn, players feel safer using your platform and are more likely to choose your site or app as their preferred gaming community hub.Many successful gaming platforms have embraced social engagement tools to enhance player experience:Fortnite: Features built-in voice and text chat, allowing players to communicate seamlessly while playing in teams.Roblox: Offers extensive social features, including chat rooms and player interaction within virtual worlds.Valorant: Implements in-game voice chat and party-based matchmaking to foster team coordination and engagement.Call of Duty: Warzone: Integrates live chat and squad-based communication to create a more interactive battle royale experience.Minecraft: Provides multiplayer servers with chat features, enabling players to collaborate, strategize, and socialize.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/057a9f41-66ba-4406-a4b0-9ffe35f3efab.png">RobloxThese platforms have demonstrated how socialization tools drive engagement, encourage teamwork, and build loyal communities.Audio and Video Live Streaming: A Game-Changer for EngagementLive-streaming defines today’s video gaming experience, with Twitch becoming more of a gaming hub than any single platform. When players decide what to play next or assess a game’s value, they turn to Twitch. Why? Because they find a community there, get expert and peer opinions, exchange emotions and experiences, and get answers to their questions.Many huge brands partner with Twitch streamers, not just because of the platform but because of the experience followers of these streamers gain—real participation in gaming activities alongside their favorite streamers. RAID: Shadow Legends, Chess.com, Dislyte, Epic Games, GTA5RP, and League of Legends Partners are on the list of such brands. These are not just sponsorships but direct content collaborations with streamers.Benefits of integrating live streaming:·&nbsp; 	Platforms with live streaming see a 20-30% increase in engagement.·&nbsp; 	Gamers form deeper connections through shared experiences.·&nbsp; 	Stream chat encourages real-time participation, increasing user activity.<blockquote>• 28,410 games streamed weekly. • 3-5 thousand games streamed simultaneously.</blockquote>With Twitch generating $1.8 billion in 2024, the demand for gaming community hubs with interactive content is evident. Adding real-time chat and video streaming can significantly boost retention.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/29f15f30-3b16-41a7-a7aa-4cd25a92382d.avif">Fortnite chatChat Widgets for Cut-Scenes and DowntimeGame excitement naturally dips during cut-scenes, loading screens, or downtime. A dedicated chat widget ensures ongoing engagement by allowing players to interact even when they’re not actively gaming.Private chatrooms also give users a space to discuss strategies, vent frustrations, and share experiences—enhancing the overall sense of community.In response to this demand,&nbsp;<a href="https://www.polygon.com/gaming/488831/roblox-chat-party-discord-competitor?utm_source=chatgpt.com" target="_blank" style="font-size: 16px;">Roblox introduced</a>&nbsp;'Party' in December 2024, a chat feature that allows up to six users to communicate in real time while playing. Initially supporting text-based messaging, voice chat integration is planned for future updates. This move directly addresses players' reliance on external apps for communication, creating a more immersive in-game social experience.Engagement Tools for iGamingMany iGaming companies have already realized the revenue potential of engagement tools. It’s now common to find live video streams at online casino sites or integrated chatrooms in sports betting apps. However, there’s still a substantial gap between what iGaming sites offer and what their audience truly wants. Evolving technology has shifted gamer expectations, yet many platforms fail to meet these new demands.Let’s explore the key engagement tools being used in the iGaming industry and identify the current communication gaps that many gamers face.﻿﻿﻿﻿﻿<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/f010197e-24a0-4fb6-ab2c-10813d064c46.png">Real-Time MessagingSome casinos and sportsbooks are rolling out live-streamed games with real dealers, yet many still lack real-time communication tools that drive engagement. In-app live chats help their players find a sense of community and get more pleasure from the gaming process. Chats help turn the app or website into a gaming community hub where people interact in a friendly and trusted space and advise each other if necessary.While this is highly innovative, gaps remain. What if a player wanted to bet but didn’t know where to start? What if you could take inspiration from how others bet? After all, two heads are better than one. Then there’s the Big Win widget, which shows other users where game wins are coming from, leading to an upturn in gameplay as others join the fun, or a share widget that helps users to show their expertise. TotoGaming sportsbook works like that: players and sports fans can share their ideas and predictions with a specific widget. For some platforms, it will be something like an internal social network when people with the same interests find insights from the community.Gamification: An Overlooked OpportunitуMany online casinos and sportsbooks forget their customers' fundamental needs and wants. Think about it: what do gamers want more than socialization? They want to play games. It sounds like an oversimplification, but we’ve seen companies neglect to consider this overarching desire to achieve more and game again. The solution is to integrate gamification features into the gaming platform to reward users for their loyalty, which is reasonable too. It’s a straightforward solution and one that actually helps users socialise: when you have a cool badge or funny stickers for some actions, you want to show it off. Integrating gamification alongside live streaming and community-building features ensures players a dynamic, engaging experience.Why Invest in In-App Engagement for, seems like, already the most engaging platforms?Even higher engagement: features like real-time chatrooms and live streaming keep users active for longer. It is called the stickiness effect, which occurs on social networks and with long TV shows.Stronger customer loyalty: a sense of community building fosters deeper brand attachment. Also, when users can share their opinion internally, it is always valuable for them.Enhanced consumer experience: a socially connected gaming environment improves overall player satisfaction.With these benefits, implementing in-app live streaming, chat widgets, and gamification is a no-brainer for gaming businesses looking to drive user engagement and revenue. Gaming is inherently social. To stay competitive, iGaming and video gaming platforms must prioritize community engagement tools that offer seamless player interactions and rewards.***If you're wondering how to provide your users in-app live chats, live streaming, and other features and increase engagement, fill in the form below. We’ll help you find the best solution.

What do your users really feel and think about your product, service, or content?

Unlock user insights with sentiment and semantic analysis. Learn how in-app messages, live chat, and comments help brands understand consumer feedback, enhance loyalty, and build a love brand. Discover the sources for actionable data-driven decisions

Semantic and Sentiment Analysis: What Are the Best Sources of Consumers’ Thoughts?

Datafication is something we always talk about. We have data flows, we want as much data as possible, and we try to find a way to interpret it. Data tells us a lot but not about the feelings of users. Imagine you have a user who has a subscription to your service. They spend time and money on your platform, consuming your content. You have as much data about them as possible, yet once this user cancels their subscription and starts using another platform, you try to win them back—sending offers, emails—but now, they are classified as churned. However, you still don’t know why this user left and what you actually need to offer to bring them back.It sounds like we are discussing not just a relationship with a user but a relationship with a significant other. But come on, aren’t your users significant to you? Of course, they are. And what is the best way to prevent a relationship catastrophe? Listening.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/f845282f-5745-4235-9b3d-5d4c1b5ef3c2.png">Direct questions you ask your users do not always work well. A user must be extremely loyal and have plenty of free time to fill out occasional surveys about user satisfaction. If the user is no longer satisfied and decides to switch to another service, your final attempt with a five-question poll asking why they are leaving is a last-ditch foul, but you should have listened earlier.We can reflect on this for a long time, but two key methods really help you listen to your users and extract as many insights as possible: the first is sentiment analysis, and the second is semantic analysis.<h3>Sentiment Analysis</h3>Sentiment analysis encodes the emotional tone of a text. Usually provided by NLP, this type of analysis can be applied to any text: social media posts, threads, comments on YouTube or Twitch, survey results. This analysis is less about deep insights and more about understanding users’ feelings and satisfaction with a product or content. Typically, sentiment analysis categorises data into three groups: positive, negative, and neutral. All comments, responses, and messages—depending on your goal and the platform for analysis—fall into these categories.For example, if you release a trailer for a game or film, a demo of a new feature, or plan a rebranding for the product, you can gauge the general impression of your current or potential consumers. How do they feel about it? Good, bad, or indifferent? This allows you to address issues if something was not well received.<h3>Semantic Analysis</h3>Semantic analysis provides specific answers. If sentiment analysis reveals that users did not like your trailer or feature, you need to find out why. Of course, you can try to survey a sample of people who had a negative reaction, but a sample may not capture all insights. More importantly, consumers, when asked directly, are not as honest as they are when they simply interact. When faced with someone responsible for the product, their behaviour changes—they become less critical, more polite, and ultimately less insightful.Semantic analysis helps by categorising discussions based on topics relevant to the content users are engaging with. For example, if it’s a film or game trailer, you can determine which aspects users discussed the most: graphics and CGI? Voice acting? Facial animations? An unrealistic plot? Predictable gameplay? Or perhaps the controversy surrounding the producer? Sentiment analysis may show that 60% of comments were negative, but the underlying reason for this negativity may vary widely. A controversy involving a key figure in the project is a very different issue from an unpleasant voiceover.<h3>Combining Sentiment and Semantic Analysis</h3>It’s best to combine both analyses. First, use sentiment analysis to understand the general attitude toward your content—was it positive, negative, or neutral? Once you have an answer, apply semantic analysis. It identifies the most and least discussed topics as well as the words and concepts users mention most often. Such a simple technique can provide valuable insights.If you want to dig even deeper, use sentiment analysis again, but this time, apply it to specific sets of messages or comments. For example, suppose semantic analysis shows that a significant portion of comments is about CGI. Are most of these comments positive or negative? Another popular discussion topic is the production team—what is the sentiment there? Good, bad, or neutral?It’s not just about raw data—it’s about interpretation, not subjective but direct and objective. You may have 10,000 comments under posts about two games you promoted. Both posts have excellent engagement rates, suggesting your brand is popular. However, sentiment analysis reveals that the first post’s 10,000 comments are mostly negative, while the second’s are predominantly positive. Meanwhile, semantic analysis shows that the positive comments were about the winning team, whose fans flooded the post to celebrate, whereas the negative comments stemmed from technical issues on your platform. Despite high engagement rates, analysis reveals the actual reasons behind the activity.<h3>Finding the Right Data Sources</h3>Of course, data is necessary for such analysis, and social media is an obvious feedback source. But is it truly the best? Are those commenting on your posts actual users, or did they simply see the post in their feed, leave a comment, and move on?For some businesses, this distinction is not critical. If you are marketing a new product that is available everywhere, social media is ideal. However, if you are marketing a service, platform, or content exclusive to a specific platform, analysing social media may not provide the insights needed to refine your strategy or improve your product. In such cases, in-app messaging is the most valuable data source. Users share their emotions and opinions while consuming content, not through structured surveys but in organic discussions with each other. Such feedback is far more sincere and, therefore, more insightful.<h3>How to Gather In-App Data</h3>Public Live ChatsWhen users have a space to openly communicate about topics they enjoy, they become honest. They discuss both the advantages and disadvantages of your platform and may even debate among themselves. This not only boosts retention and engagement but also provides you with valuable, unsolicited feedback—at no additional cost. Public chats can be integrated in various ways, such as a general lobby for all conversations or dedicated chats for specific events or content pages.Comment SectionsLike event chats but designed for long-term discussions rather than real-time interaction, comment sections provide direct feedback at all times. Media platforms, streaming services, and marketplaces can all introduce comment sections to continuously receive user insights. Publishers claim that comment sections also increase time spent on the platform and subscriber numbers, as users often need to sign in to participate.Moreover, an essential aspect of in-app data for sentiment and semantic analysis is that you own the data. On social media, inappropriate comments may not be visible, meaning they are excluded from analytical tools. However, on your platform, even hidden comments can be analysed, allowing you to understand what truly frustrates your users.In-App Live StreamingLive streaming is an exceptional source of insights because it is spontaneous, engaging, and real-time. Users are accustomed to following Twitch influencers who analyse content or products, and they trust these influencers. If an influencer streams directly on your platform, users will still be direct and honest.<h3>How Semantic Analysis Works on Watchers Platform</h3>Our clients can analyse messages sent to any chat using AI-powered tools. Messages from a given period are forwarded to the tool, and clients can select from various analysis prompts or customise them for optimal results. The system categorises messages, allowing clients to understand which topics users discussed most, the sentiment behind them, and the most frequently used words and phrases.Semantic analysis can also serve specific purposes. For instance, one recent analysis by one of our clients revealed that their public chat contained messages in six languages. However, 60% of the messages were in French, with the most common words being gagner, real, psg, lyon, and mbappe. With this insight, they knew which events to prioritise on their platform’s homepage.***Sources- <a href="https://www.researchgate.net/publication/381412037_YouTube_Comment_Analyzer_Using_Sentimental_Analysis" rel="noopener noreferrer" target="_blank" style="background-color: transparent;">YouTube Comment Analyzer Using Sentimental Analysis</a>- <a href="https://www.researchgate.net/publication/365152542_Brand_meaning_and_its_social_categories_A_semiotic_approach_for_future_marketing" rel="noopener noreferrer" target="_blank" style="background-color: transparent;">Brand Meaning and Its Social Categories: A Semiotic Approach for Future Marketing</a>- <a href="https://cxl.com/blog/semiotics-marketing/" rel="noopener noreferrer" target="_blank" style="background-color: transparent;">Semiotics in Marketing</a>

User engagement varies significantly across digital products. Whether you operate a VOD platform, sportsbook, or fitness app, engagement isn’t just about volume—it’s about how deeply users interact with your platform. 

Keep your audience interested in your brand. Grow your business on your terms with our six effective strategies to boost user engagement and grow retention. These methods are designed to encourage the audience to interact and remain loyal.

How to Grow User Engagement and Why You Should: Proven Strategies for Retention and Growth

User engagement varies significantly across digital products. Whether you operate a VOD platform, sportsbook, or fitness app, engagement isn’t just about volume—it’s about how deeply users interact with your platform. Some businesses can easily measure engagement, such as tracking likes, shares, and comments on social media platforms. However, engagement is often assessed through retention rates, lifetime value (LTV), and revenue impact for content-driven platforms. Failing to focus on user engagement can leave your users feeling bored, disconnected, or lost—leading them to abandon the platform. That’s why prioritizing engagement is not just about keeping users active; it’s a strategic necessity for driving retention growth and long-term profitability.Before discussing actionable strategies to enhance engagement, let’s define user engagement in a product-focused context and explain why it is a critical metric.<h2>What Is User Engagement?</h2>User engagement reflects users' interest and interaction with a product. It represents their ongoing experiences with your platform—whether through consuming content, using features, or actively participating in the product ecosystem.Key engagement metrics vary based on the platform type but commonly include&nbsp;clicks, likes,&nbsp;and&nbsp;shares&nbsp;within an application;&nbsp;content interactions—such as rating content, adding items to favourites, or saving content for later;&nbsp;and social amplification, where users share content across external platforms. However, engagement should not be viewed as an isolated number. The true value lies in how it influences&nbsp;high-impact business metrics&nbsp;like time spent on the platform and LTV. Increased engagement typically leads to higher retention rates, improved conversion, and, ultimately, stronger business growth.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/10410709-5b07-4c40-814f-e1dfa4e6cea2.png"><h2>How user engagement drives retention growth</h2>Customer retention measures a business’s ability to keep users engaged over time, reducing churn and increasing long-term loyalty. High retention rates indicate that users find continuous value in your product, leading to recurring usage and sustained revenue.Engagement is a&nbsp;key driver of retention—when users actively interact with a product, they are more likely to return, provide feedback, and even advocate for it. A well-engaged user base contributes to:<ol><li data-list="bullet">Higher customer loyalty</li><li data-list="bullet">Improved retention growth</li><li data-list="bullet">A steady stream of recurring revenue</li></ol>Without meaningful engagement, even the most well-designed platform risks losing users. That’s why implementing engagement strategies is critical to encourage users to stay, interact, and ultimately convert into loyal customers.<h3>Proven strategies to boost user engagement and retention</h3>Now that we’ve established why engagement is crucial, let’s explore several actionable strategies—backed by real-world examples—to enhance user engagement and increase retention growth rates.<h2>Building in-app community</h2>This refers to users' interactions and activities within your platform. Many brands engage their users on social media, and their users spend their time (and money) on social media. There is a surprise: they could communicate, text, chat, comment, and exchange stickers directly on your app and discuss your content if you provide them with in-app tools for it. They can even participate in events directly on your platform. What, you don’t have any events? Yet you should, it’s easy and works perfectly.1.&nbsp;&nbsp;&nbsp;&nbsp;Real-time events: For many platforms, it is still difficult to imagine that they can host events without any additional tools—just by providing video or audio live streams in-app. Invite guests, influencers, celebrities, athletes, brand ambassadors, anybody, and users, as well as these guests' followers, who will engage on the main platform without any Instagram or Twitch. Do you have a sports app? Let’s have commentators or athletes host a meeting with users. Do you provide video streaming? Invite critics, bloggers, actors, or any other people who can talk about films or TV. Is your app for fitness? Without counsellors, athletes are the best hosts for livestreaming on how to make more effective training.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/cd356c9a-567f-41fe-9b7a-4614d17d11a2.png">2.&nbsp; &nbsp; Real-time communication&nbsp;is what grabs users' attention. It’s impossible to turn off the sports channel during the break if you are talking about the game or an episode with someone right now. The right tools help boost user engagement even more: try AI chatbots or personalized messages, which greatly enhance engagement and improve the user’s overall experience.3.&nbsp; &nbsp; Gather user feedback and Quality data: In-app community chats always show your users’ preferences and behaviours. You can also use surveys and polls to get more information and insights from your audience than ever before, and your users will appreciate being heard.<h2>Enhancing the Customer Experience Through Gamification</h2>Gamification integrates game-like elements into the user experience, transforming routine interactions into engaging and enjoyable experiences.Implement a point system—reward customers with points for purchases, interactions, or consuming content. Points can be redeemed for discounts or special offers, encouraging repeat engagement.Offer rewards—introduce engaging challenges or quests where users earn rewards for completing specific actions, such as surveys or brand promotions.Create interactive experiences—use quizzes, polls, and interactive content relevant to your business to boost engagement.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/98966ddc-db2e-4a89-85a3-9b7af449ac61.png">Build a community around your brand—provide users with a space to share experiences, celebrate achievements, and exchange tips, fostering a sense of belonging.Gamify customer support—reward customers for using self-service options or assisting others in forums, making support more engaging.Enable social recognition—remember that people like to show off. If your users have badges or specific awards, they need a place to display them. Community public chats can be the best place for them to showcase their awards and expertise and advise other users on how to get the same goodies.<h2>Using Tools for User Feedback</h2>If you do not understand your users' basic needs, how will they engage with your platform? Without clear communication, they may become frustrated. To foster engagement, provide users with tools to send feedback and never ignore their questions. User loyalty is essential for long-term business growth.<h3>Tips for Effective Feedback Management:</h3><ol><li data-list="bullet">Gather customer feedback regularly to improve satisfaction and surpass expectations. Gaining insights into their views and needs is essential for delivering outstanding interactive experiences.</li><li data-list="bullet">Personalise the customer experience to match individual preferences, leading to more meaningful engagements.</li><li data-list="bullet">Offer incentives such as unexpected gifts to returning customers to strengthen their loyalty and appreciation.</li><li data-list="bullet">Use automated systems, such as raffles for loyal customers, to streamline engagement efforts.</li></ol><h2>Personalising User Interactive Experiences</h2>Incorporating personalisation into a business strategy can significantly enhance customer retention and growth. When customers feel acknowledged and valued based on their previous interactions, they are more likely to return, leading to an increase in repeat purchases. Additionally, personalised recommendations enable customers to discover products they may not have found independently, enriching their shopping experience.***Ready to Take Your Business to the Next Level? Fill in the form below to explore how our engagement tools can optimise your business performance.

An in-depth look at the latest cutting-edge technologies and strategies to gain and retain customers.

Discover key strategies to foster brand loyalty, improve customer retention, and increase lifetime value through emotional engagement, social features, and reliable support.

How to Build Brand Loyalty: The Battle to Retain Customers

There is a commonly held belief that consumers will always opt for the least expensive variety of a particular good for which they are in the market. However, we see this disproven every day in the real world as many consumers ultimately opt for a brand that they feel a sense of loyalty to. This begs the question: Is it possible to foster brand loyalty, and if so, how might one go about doing so?<h3>What is Brand Loyalty?</h3>You know the feeling, even if you can’t quite put a finger on it. When it comes to certain products, you have a preference for one particular brand over another. You might not even bother to compare the price of your preferred brand against the price of a competitor. You have fully bought into your brand of choice, and you are unlikely to change your attitude toward that brand ever again.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/2116443f-f030-486b-9378-c1bbdcfdce35.png">Modern marketing professionals understand that this kind of loyalty is extremely valuable, and they know that they may be able to generate it via <a href="https://www.forbes.com/councils/forbesagencycouncil/2024/02/16/how-brands-can-drive-emotional-engagement-with-customers/" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(17, 85, 204);">emotional engagement strategies</a>. If a savvy marketer can pull this off, then they may well have added significant lifetime value to every interaction the brand has with that customer moving forward.&nbsp;<h3>Measuring the Lifetime Value of Brand Loyalty</h3>Building brand loyalty among customers requires a significant investment of time, financial resources, and energy. One might reasonably wonder why a company would choose to invest so many resources into this particular goal. As it happens, there are a multitude of reasons why one might measure a customer’s lifetime value, including:<ol><li data-list="bullet">The Connection Between Retention and Lifetime Value—There is a direct correlation between one’s success with retaining customers and the lifetime value of those customers. This is to say that the better that one gets at retaining customers, the higher the lifetime value of them will be. It is far less expensive and far more profitable for a company to retain a customer rather than try to go out and find a new one. </li><li data-list="bullet">High Lifetime Value Increases the Odds of Word-of-Mouth Advertising—Word-of-mouth advertising is the most powerful form of advertising known on the planet. Customers who are excited about a product and tell their friends and family about it are offering free advertising. People want to hear about products that they may consider purchasing from those they already trust, and that is exactly what word-of-mouth advertising provides. </li><li data-list="bullet">Higher Customer Satisfaction also Leads to Higher Lifetime Value—Another reason to keep one’s eye on the lifetime value of a given customer is that it directly translates to higher customer satisfaction. The most satisfied customers out there are the ones who are most likely to keep coming back and buying more products over time. Thus, the higher the lifetime value, the higher the customer satisfaction.</li></ol>﻿﻿﻿﻿﻿﻿<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/4d242265-ddf3-4d70-83ff-35e0dfcca6ce.png">These are all superb reasons to monitor one’s customers' lifetime value. Improving that lifetime value can add to the bountiful benefits mentioned above. <h3>How Can Companies Improve Brand Loyalty Today?</h3>You can now see the benefits of strong brand loyalty, but you may still be wondering how today’s companies can foster the kind of brand loyalty they seek. What steps can they take to cultivate it that will secure a lasting relationship with the customers they've managed to attract thus far?- &nbsp; &nbsp; &nbsp; Capturing attentionThink about the brands you prefer to use. What have their platforms offered you? How do they interact? What do you expect from them? What do users tend to seek while using different platforms, especially considering the level of variety in the digital sphere? What catches your attention on a platform, especially if there are several more or less identical platforms on the market offering you the same things—the same content or features?To answer such questions, we need to talk about the connection between the brand and the user. If users watch a film on this platform because it is exclusively available there, that is one case. But if the film is available on many platforms, what forces a viewer to choose this particular platform? If the user tries several similar workout apps, what makes them stick with one?- &nbsp; &nbsp; &nbsp; OnboardingPeople who use digital services are more or less digitally savvy. We don’t need a tutorial to find a game on a video platform or to find needed goods in an online store. We don’t need any help or advice on how to use apps... Or do we? Users won’t ask you for help; they will just go to the App Store if your app isn’t clear to them. FAQ is a good instrument, but it is better to postpone interaction until later. Make the experience of discovering your app and its features seamless. If the experience goes smoothly for users, they will come back. Show them what you have, what tools they can use, and say hi. If you are sure that your users are too busy to go through your onboarding, let them skip it—but don’t be too arrogant or ignorant to say at least a few greeting phrases.- &nbsp; &nbsp; &nbsp; Clear and comfortable UXYou can use JTBD or any other UX strategy, but in any case, your users have to feel good while using your app or website.- &nbsp; &nbsp; &nbsp; Embedded Live Social FeedsPerhaps you want to share your brand's social media feeds directly on your website. You can do so via a live social feed. In fact, this is often recommended as a great step in the right direction for keeping your customers up to date with the latest happenings within your company.- &nbsp; &nbsp; &nbsp; Community-building tools such as public and private chatsThe sense of community that can be built with these tools is linked directly to loyalty. If users feel like a part of something live, can discuss their experiences with soulmates, can become experts to share advice or opinions, or can share their thoughts with the brand directly (not just through a tech support ticket), it can be crucial and helpful for your users and your relationships with them.- &nbsp; &nbsp; &nbsp; Reliant supportIf your users face technical or other negative issues, they need to see that you care: you explain what happened, fix the problem, and do everything to avoid such issues in the future. If you build a strong brand and then just ignore users’ problems, it’s just a waste of money, time, and people’s trust.- &nbsp; &nbsp; &nbsp; Channels for feedback (and proof that you see and hear it!)&nbsp;These channels can and should be various. Brands that care about their image have to gather feedback from various channels. You can catch posts on TikTok, X, or LinkedIn and reply to them, showing that you care. You can see blog posts or YouTube reviews and be present in the comments. But you should also initiate the feedback flow, not just wait for it. Customer development interviews and focus groups help get early reactions to new content and features. Integrated community chats help a lot because they accumulate the average mood of your users and allow you to stay in constant touch with your audience. If users see that they are heard—not only when they are popular Instagram influencers but just as regular users—they will value it.These are some of the ways that many companies have integrated the use of existing social media accounts to enhance their image with the public. However, there are even more advanced approaches that you should consider as well. What if you could make your website itself a social hub where people gather? That is the latest brand loyalty technique being tested, and it is working extremely well for many different brands.<h3>Social Features for Brand Loyalty</h3>There are plenty of social features that can easily be integrated into virtually any platform to boost brand loyalty and the amount of time that visitors spend on the platform. Let’s see some of the features that can be considered.Public and Private Community ChatsPeople are truly seeking to be brought together. They are looking for a sense of community that is rapidly disappearing with the growth of competition in all digital spheres. When there was one social network, it was easier to find soulmates. However, via the use of tools such as community chat features, it might be possible to once again create the bonds of community, and it works perfectly because, in this case, people will be gathered based on their personal interests: they communicate here because they all watch the same game or follow tutorials of the same workout trainer.In-App Live Streaming—Influencers host their streams on Twitch, YouTube, and other relevant platforms. Sometimes, they tell their audiences about your brand and sometimes about your content. Also, while discussing content available on your platform, they may share it on the platforms of your competitors.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/31fdc86b-48ca-4ded-adf8-03a124ddeb22.jpg">Instead of this pattern, you can invite influencers and their entire audiences to your platform. In this case, you can expect that people will feel a sense of brand loyalty when they are offered the opportunity to interact with their favourite influencers directly on your platform. You can even build a habit for users to join your platform to watch this popular streamer instead of Twitch.AI Bots for Real-Time Interactions—Don’t forget to consider investing in AI bots to facilitate real-time conversations with website users. These bots can help answer some simple questions that the users might have, give recommendations for film or fitness platforms, and provide predictions for sports and gaming apps. AI participation is something users expect to see on digital platforms, and the integration of chats with added AI bots can meet users’ needs and connect them with hidden and needed information.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/2ee47261-ef88-44fa-ac95-7332ee9644ff.png"><h3>Brand Loyalty is Built Over Time: Begin the Process Today&nbsp;</h3>Building brand loyalty with any customer takes time. However, this process will never happen if you aren’t willing to take the necessary steps. That is why you should develop a strategy for obtaining the brand loyalty you crave and deserve from your customers.

Discover how building in-app fitness communities boosts retention and user engagement for workout apps. Learn from top industry examples.

Any app has a big goal: to retain users. If your users try your app and never return, no other big goal will work. Each app has its own mission. For health apps, the mission is to help users stay active and healthy. If users don’t return after trying

Why do fitness and workout apps so crucially need in-app communities?

Any app has a big goal: to retain users. If your users try your app and never return, no other big goal will work. Each app has its own mission. For health apps, the mission is to help users stay active and healthy. If users don’t return after trying your app, your mission has failed, as have their goals of becoming healthy with your help.A study by Endeavour Partners reported that more than 70% of health app users stop using the app in two weeks or less. This shows that only a small percentage successfully build a habit with well-being apps, losing motivation and failing to achieve their goals. This is not the users’ fault—it’s a problem with the app’s development. However, it becomes the users' problem because if an app fails to engage them, they may lose interest in pursuing healthy habits altogether.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/3b25ad6b-dd49-4ec9-bdcd-33239319352f.png"><h3>The Motivation Gap: What Fitness Apps Lack</h3>Why does this happen? What discourages users, and what are fitness apps missing? The answer is often a lack of motivation and a sense of community.People who give up on health and sports apps need more than an internal drive to improve—they need external motivation. This is especially important for digital products that are easy to postpone or ignore.<h3>Hyper-Socialization: A Natural Fitness Trend</h3>Experts are now discussing hyper-socialization, similar to the hyper-personalization trend we discussed in<a href="https://watchers.io/post/main-trends-tech-communication-entertainment-2025" rel="noopener noreferrer" target="_blank" style="background-color: transparent; color: rgb(0, 0, 0);"> </a><a href="https://watchers.io/post/main-trends-tech-communication-entertainment-2025" rel="noopener noreferrer" target="_blank" style="background-color: transparent;">our recent article</a>. Hyper-socialization means that being part of a community is no longer a bonus—it’s a necessity.Users now want to socialize while gaming, cooking, trading, or watching football. Since the beginning, sports and training have been social activities, with gyms serving as places for communication, opinion-sharing, and showing off. You can make friends or rivals, admire local stars, or share tips on staying in shape.During the pandemic, many people switched to home workouts, and although this change offered time and cost savings, it didn’t eliminate the need for socialization. We still want to share our progress, ask for advice, receive support, and compare results. Hyper-socialization isn’t just a digital trend—it’s a natural human behaviour.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/bb37373d-d67a-4716-859f-3f8d4050c343.png"><h3>Fitness Communities: App Features that Drive Retention</h3>Let’s look at some features that help build in-app fitness communities, along with examples of apps that use them to drive retention and user satisfaction:Fitocracy transforms workouts into a social game, allowing members to track their progress, follow others’ progress, complete challenges, and earn badges. This basic gamification works because it motivates users to stay active, contributing to both personal growth and app engagement.ChallengeRunner leverages people’s competitive spirit by offering competitions and challenges. Users earn badges that increase their motivation and help them stick to their workout routines—and the app itself.Strava is a popular tracking and community platform for sports enthusiasts. It emphasizes community as a core feature, enabling users to share activities, comment on others' posts, and join group activities.Myzone awards points based on calorie burn to indicate progress. Users can also share their metrics and photos, creating a social ecosystem that aims to replace Facebook and Instagram fitness communities.<img src="https://watchersweb-prod.s3.eu-central-1.amazonaws.com/83cfdcdf-dc04-430b-8864-23fbc2412174.png">Zwift showcases user stories about milestone achievements. Users can set goals, and the community can follow their progress. This inspires both achievers and others who haven’t yet set goals to get started.Peloton allows official trainers to host live classes, engage with users, provide feedback, and build influencer-style communities within the app.<h3>The Win-Win of Community Building in Fitness Apps</h3>Building a community within a fitness app is a win-win solution. The app benefits from improved retention, lifetime value (LTV), and other key metrics. Users gain motivation and encouragement, recognition from their peers, and the chance to become influencers themselves. They also receive the support they need to achieve their goals more easily and enjoyably—without relying solely on self-discipline.

Blog