The NBA's deal with ByteDance will expand the reach of mobile content abroad. (Photo by Ronald Martinez/Getty Images)
The NBA has partnered with ByteDance, an AI-powered content platform, on a multiyear global agreement. NBA highlights, behind-the-scenes videos, news, and other short-form products will be distributed via ByteDance properties: TikTok, Douyin, Toutiao, and Xigua Video.
TikTok is a global app for sharing video clips. Users in the U.S., Brazil, India, Indonesia, Japan, and Korea will be able to access game highlights as well as in-language content targeted for local relevance. Douyin, Toutiao, and Xigua Video will serve users in China.