Social media platform users and usage have skyrocketed over the past year, and every industry wants to get in on the action. Twitch viewers watched approximately 17 billion hours of content in 2020, up 83% from 2019. Over 1 billion people use Instagram a month, making it the sixth most visited website. Sports fans are consuming content in new ways by moving to social media and other platforms, and sports businesses are faced with a decision: adapt, find trends through analytics or risk losing this new demographic of sports fans. This panel brings together experts who have tapped into the Gen-Z psyche on a myriad of platforms to grow engagement through social media.