The NHL has partnered with the popular short-form video network TikTok to expand its reach and engage fans in China.
The league will officially launch on digital platforms Douyin (known internationally as TikTok) and Jinri Toutiao, both owned by Chinese internet technology company ByteDance.
TikTok is one of the most downloaded apps in the world right now, with users typically sharing 15-second videos that they overlay with some kind of music from the app’s recent acquisition of Musical.ly. The other platform involved, Jinri Toutiao, is a news aggregator with more than 700 million users in and around China.