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OutKick sees 65 percent traffic growth in 2023, Comscore data shows

Sports and pop culture publication OutKick grew its audience to 7.2 million total multi-platform unique visitors in 2023, according to Comscore data shared with The Desk.

The figure represents a 65 increase in OutKick’s audience compared to the previous year, fueled by a slate of talent hires and a distribution agreement with parent company Fox Corporation’s direct-to-consumer streaming service, Fox Nation.

During the fourth quarter of the year, OutKick saw an increase across all key metrics, including 73 million total multi-platform views, an increase of 15 percent, and 73 million total multi-platform minutes, an increase of 9 percent. Around 6.1 million total multi-platform unique visitors were logged during the time frame, according to Comscore data.

For the year, OutKick drew 341 million total multi-platform views and 368 million total multi-platform minutes in 2023, as well as 13.8 million social actions across its Facebook, X (Twitter) and Instagram accounts. On YouTube, OutKick videos saw more than 1 billion views, an increase of 987 percent compared to the previous year, according to Shareablee.

Throughout 2023, OutKick grew its slate of original programming with the hires of top talent like former NFL star Donovan McNabb and pro athlete-turned-sports critic Riley Gaines, among others.

A distribution agreement with Fox Nation brought even more exposure to OutKick, with shows like “OutKick the Show with Clay Travis,” “Tomi Lahren is Fearless” and “Gaines for Girls” incorporated into Fox Nation’s library of original content. OutKick was acquired by Fox Corporation in 2021.

OutKick’s unique spin on sports and culture generated millions of views for its flagship website, including stories on the collapse of Buffalo Bills player Damar Hamlin (an OutKick reporter was in the press box to cover the game), a look at how former NFL player and University of Colorado head coach Deion Sanders influenced local fashion and spurred marijuana sales in the Centennial State, and a fact check of a viral Deadspin story that prompted the publisher to append an editor’s note to the article.

OutKick covers the world of sports, betting and culture through its website, social media platforms, podcasts and streaming video franchises. Its shows are distributed on YouTube, and its podcasts are available through popular services like Apple Podcasts and Spotify.

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