Padel Tennis Digital Whitespace Map™ Q3 2022

YouTube
Instagram
Facebook
TikTok
Snapchat
August 2, 2022
Sporting Goods & Outdoor

Key Takeaways

Measurement Methodology: Audience Attention

  1. Measure Each Platform’s Share of the Attention. From the total number of Monthly Active App Users and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
  2. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis a bar chart is more effective than a pie chart.
  3. Define the Audience. For this analysis, we look at the Global audience including all ages and genders. Some metrics in the analysis, such as video views are specific to the Padel audience.
  4. Measure the Audience’s Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Monthly Active App Users and Monthly Unique Site Visitors for the Padel audience over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.

Measurement Methodology: Competitors’ Focus

  1. Define the Competitors. For this analysis, we look at 15 different competitors in the Padel industry such as World Padel Tour, Padel Addict, International Padel Federation, Premier Padel, and el4Set. 
  2. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
  3. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
  4. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

In Q3 2022, the Audience Attention for the Padel industry was the highest on Facebook, followed by YouTube and Twitter.

However, Competitors’ Focus for Padel brands was highest on Instagram.

High competitors’ focus on YouTube was driven by el4Set and World Padel Tour, generating over a total 53.8M views and 6.1M engagements.

There is whitespace opportunity on Facebook where there is high Audience Attention and low Competitor Focus.

Instagram is an oversaturated platform with high Competitor Focus and low Audience Attention.

Audience Attention grew significantly on Twitter and TikTok by +102% and +77%, respectively, this quarter. 

Audience Attention shrank this quarter by -10% on Facebook and -22% on Instagram.

Audience Attention is stable for Instagram, Pinterest, Snapchat, reddit, and Twitch with less than a 10% change this quarter.

Competitor Focus grew on both YouTube and Facebook by 23% and 21%, respectively, over Q1 2022.

Competitor Focus shrank this quarter on Twitter, Tiktok, and Twitch.

Competitor Focus is stable on Instagram with less than a 10% change this quarter.

Competitors are currently not active on Pinterest, Snapchat, and Reddit.

Composite metric consists of Monthly Active App Users (Google Play) and Monthly Unique Site Visitors
Competitors are not active on Pinterest, reddit and Twitch while Snapchat data is currently unavailable
Competitors are not active on Pinterest, Snapchat, or Reddit.

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