93% of 18-24 Year Olds Engage with Sport on Socials; X Strikes Deal with WWE; Google Joins Meta’s Efforts to Detect AI Content

On today’s ExchangeWire digest: 93% of 18-24 Year Olds Engage with Sport on Socials; X Strikes Deal with WWE; Google Joins Meta’s Efforts to Detect AI Generated Content 

With the Super Bowl having just taken place and major sporting events on the horizon such as the Olympics and Euros, sport has been a huge industry topic lately. Over 90% of 18-24 year olds engage with sport on social media at least weekly, reports WARC in its investigation of Sports media in the era of fragmentation. 

Many more people will likely be flocking to social media to engage with sports in the coming months, following the news of X’s exclusive content deal with WWE. From April, their partnership will see the launch of WWE Speed, a new weekly video series which will showcase timed WWE matches, exclusive to the platform. The move will add to X’s library of original content, as it aims to become a video-first platform. X is currently incentivising online creators to post to the app through improved ad revenue share deals. 

Meanwhile, Google is joining Meta’s efforts to detect content which has been created with AI. Google said it would also be developing credentials for digital content which identify when and how an image, video, audio clip, or other type of file was produced or altered. The tech giant plans to collaborate with companies such as Adobe, the BBC, Microsoft and Sony to fine-tune the technicalities.  

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