We are seeing a tonne of stuff from the Qatar World Cup in our social feeds, from Bukayo Saka's spelling school to squad analyses and score projections.
According to fresh data from TikTok, videos with the hashtag #FifaWorldCup have been seen over 12 billion times since the competition began.
opponents in the quarterfinals Both France and England have gained more than one million new supporters.
The growth of team accounts online is not the only one.
After winning a contest held by the hosts, Ben Black has been attending every game in Qatar and recording his experiences on TikTok.
With more than 170 million views throughout the World Cup so far, the 24-year-old account has felt the impact.
"When you stop to think about it, that's kind of an absurd amount. It's portraying the World Cup to a big number of football fans, and I believe it's really effective "To BBC Newsbeat, he says.
Alice Abrahams is keeping up with everything with her analysis films from the safety of her Essex home, far from the beaches and sand dunes.
"It's such a fantastic, upbeat environment. Nearly more than the World Cup in Russia, I'm loving this one "Says the 22-year-old.
'We respect each other'
Junior Pereira, 19, says he tries not to let the numbers get to him too much. Junior Pereira, 19, has amassed over two million followers with his dance-style videos.
"Who does things just a little bit better, there's that tiny competition. Who attracts more viewers and followers? But ultimately, we're simply trying to do the same objective, and we appreciate one another "He claims.
We also congratulate one another and discuss content ideas.
But on TikTok, too, not everything goes as planned, just as in football.
At one point during the group round, Japan and Costa Rica were poised to eliminate Spain and Germany. When Spain got through, I was really pleased to start filming a TikTok," Alice explains.
In those 60 seconds, Junior continues, "I think all content developers felt the same, like yay, content!"
Ben has also had many of these unplanned situations in Qatar.
He wore a Brazil jersey to the Brazil vs. Cameroon match.
"When I go to my seat, all I see are Cameroon supporters. Even though I was the only one wearing a Brazil shirt, the supporters began to embrace me.
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