The 2025 World Cup mountain bike racing season is experiencing a significant change in how fans watch the events. According to data from WBD, the sport’s rights holder, social media platforms are now dominating viewership numbers.

Traditional broadcasters such as HBO Max, Eurosport, Discovery+, and TNT Sports combined for 56 million views. In contrast, social media platforms like TikTok, Instagram, Facebook, and YouTube achieved an impressive 225 million video views during the same timeframe. A key factor may be that all traditional streaming services require a monthly subscription of £30.99, prompting viewers to turn towards freely accessible platforms instead.

Earlier this year, WBD bundled World Cup mountain bike racing into its premium £30.99 TNT Sports and Discovery+ packages, which also include sports like cricket and football. This move raised concerns among dedicated mountain bike fans about paying for unrelated sports. However, WBD aimed to expose cycling to a wider audience through this approach.

Although cheaper bundles priced around £10 a month were available earlier in the year, most have disappeared, creating uncertainty whether fans are avoiding pay-per-view options completely. Analysts caution that drawing conclusions is challenging because social media consumption habits extend beyond sports, and traditional live race formats do not easily adapt to short video clips.

Highlights from Val di Sole

WBD pointed out a particularly popular event at Val di Sole, gathering 15 million views across all channels. This marked a 15% increase compared to the most-watched round in 2023 held at Nové Město Na Moravě. The exciting performance of star racer Thibaut Daprela, who nearly won despite a mechanical issue, boosted viewer engagement.

To date, WBD has reported a total of 15 million watch hours this season, with four World Cup rounds still upcoming:

• Les Gets (Aug 21–31)
• Lenzerheide (Sep 18–21)
• Lake Placid (Oct 3–5)
• Mont-Sainte-Anne (Oct 9–12)

Innovative Broadcast Features

WBD credits part of its viewership success to new broadcast innovations, including:

• Heart-rate monitoring
• Strain gauges
• Enhanced visual elements such as athlete profiles, team logos, national flags, and career stats for past champions

The figures also reflect a combination of various mountain bike disciplines, including enduro, cross-country, and downhill, which naturally contribute to higher overall numbers. The rapid growth in social media views highlights the changing landscape of sports broadcasting in 2025.

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Bhavya

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