FIS accelerates its digital transformation with record growth across owned platforms

Jun 06, 2025 – As part of its long-term commitment to grow snow sports through innovation, FIS continues to make major strides in the digital space. Building on strategic investments in technology, content production, and platform partnerships, the 2024-25 season marked a breakthrough in audience development, fan engagement, and global and diverse community-building. 

A key driver of this success has been our video strategy, including our owned platform FIS TV, which offered expanded coverage of all World Cup and World Championship events — including highlights, winning runs, and dark market livestreams — as well as global distribution of the Junior World Championships and selected second-tier competitions.  

FIS has introduced several new original content formats such as The Overlooked, Saalbach Unplugged, Behind the Medal Plaza, and The Alpine Race Weekend Recap Show, all of which contributed to increased viewership and fan retention. 

Over the course of the season, FIS TV achieved: 

• 1.1 million unique viewers, a year-on-year increase of +656% 

• 1.5 million video views (+400%) 

• 70,000 hours of watch time 

• 515 live events streamed (+105%), generating 505,000 views 

FIS also registered significant gains across its social media platforms, with content tailored to each platform’s specific audience and functionalities. As a result, the reach of all FIS owned and operated channels rose to 1.4 billion (+179%) and 62 million interactions (+219%) (excluding FIS Chinese channels). 

Channel-specific highlights include: 

• Instagram: 750 million reach 

• TikTok: 405 million reach, bolstered by a new entertainment partnership with the platform 

• Facebook: 215 million reach 

• YouTube: 30 million reach 

• Average engagement rate: 4.6%, up from 4.2% 

• FIS on Chinese channels Weibo, Douyin and Red: 925,000 followers, 55 million views and 360,000 interactions  

• Total followers across all FIS channels (including Chinese channels): 3.2 million (+34%) 

A major success this season was the extension of the services for athletes and National Ski Associations (NSAs) via the FIS Content Exchange Platform (FIS CXP). With the support of the NSAs and Infront, FIS provided athletes and NSAs with individualized competition footage from all World Cups, World Championships, and selected Junior World Championships. The result: an incremental reach of 55 million and 2.6 million interactions, with an engagement rate of 5.5% across Instagram, Facebook, and TikTok.

The FIS Mobile App also experienced strong growth, reaching 289,000 active users across the 2024/25 season, a 105% increase compared to the previous season. 

Commercially, FIS expanded its digital monetization efforts with sponsored and branded content activations with partners such as Visa, Viessmann, Hylo, and Le Gruyère. These initiatives not only enhanced brand visibility but also created new value for fans and stakeholders. 

As FIS continues to evolve its digital ecosystem, these milestones reflect a strong foundation for future audience and community engagement, innovation, and commercial growth in the seasons ahead.