Briefing: ByteDance and NBA ink global partnership

字节跳动与NBA结成长期全球合作伙伴关系 – JRJ.com

What happened: ByteDance and NBA have entered into a multi-year global partnership, through which ByteDance will deliver customized short-form content including game highlights, behind-the-scenes, photos, and news through its content platforms Douyin (aka TikTok), Toutiao and Xigua Video platforms to NBA fans in and outside of China. Through TikTok, short videos and localized content will be available to users in the US, Brazil, India, Indonesia, Japan, and South Korea. The NBA will also leverage ByteDance’s artificial intelligence which recommends targeted content for users.

Why it’s important: The NBA has been trying to make inroads in Asia markets including China and India. ByteDance, now the world’s most valuable startup, has gained a stronger international presence over the past year. Douyin, one of ByteDance’s most popular short-video apps, has over 500 million monthly active users worldwide. ByteDance has been investing heavily in artificial intelligence R&D, specifically for AI-driven recommendation algorithms.