Ripple Analytics tracked 24K uploads and 3.1B views over just two weeks, uncovering that only 8% of user-generated content (UGC) included match footage. The other 92% was additive, compliant, and high-performing. When measured properly, this content becomes fuel for growth — not a threat to IP. And if this is what’s possible with one game, the season-long potential is massive. This report breaks down where that value came from — and how brands need to change their perspective on UGC to then harness its potential going forward.
92% of Content Came from Non-Official Source
Affiliates and fans created the majority of value — not the league.
22K uploads and 2.8B views came from channels beyond EPL control. This is the modern media environment — and ignoring it means undervaluing your ecosystem.
Why It Matters: If you’re only looking at your own accounts, you’re missing the vast majority of your social footprint.
UGC Without Match Footage Drove 765M Views
Most content didn't feature the game — and that’s a good thing.
The majority of UGC was peripheral, fan-created content with no match footage — driving hundreds of millions of views legally and compliantly.
Why It Matters: This is the kind of growth content that can be promoted, sponsored, and scaled — but only if you measure it.
7K+ Unique UGC Channels Posted About the Match
A global web of creators is driving social storytelling.
Ripple data shows long-tail creators (including many with <50K followers) are delivering content at scale.
Understanding the Ripple Effect on Social Media
- Redefine UGC in Your Strategy: Not all UGC is piracy. Most is legal, brand-safe, and extremely valuable.
- Don’t Ignore the “Untracked”: 92% of social content came from non-owned channels. Without measurement, you’re blind.
- Non-Match Content Builds the Brand: Reactions, commentary, and fan edits deliver real reach and cultural capital.
- Creator Discovery = Fan Engagement: 7K+ creators posted about one match. This is your global content engine.
- UGC Is Measurable. And Monetizable: With the right tools, this content becomes a sellable, reportable asset.
Discover Your Content, Everywhere
Social media tells a story that traditional media analytic tools can’t capture. Platforms thrive on dynamic interactions, real-time engagement, and viral UGC moments. Ripple Analytics is the only technology company that tracks how content flows across social media channels and platforms, no matter the source. Discover how to tap into the power of organic uploads and accurately measure your content’s performance.
“This report confirms what many rights holders have long feared — and misunderstood. UGC isn’t just noise nor is it complete piracy. It’s a measurable, brand-aligned channel that fuels growth. With MediaTrack, we’re finally quantifying its value instead of trying to suppress it.”
EYAL ARAD
Chief Executive Officer / Ripple Analytics
