Abstract
The article focuses on the content strategies used by media football league (MFL) clubs in Russia and Spain on the YouTube platform. The primary research method used was content analysis, allowing us to characterize the key features of video content. The material for the study consisted of 116 videos ranging from 1 minute to 7 hours in length, representing various content formats during different competitive periods in 2023. The findings reveal both general trends and specific variations in the content strategies of MFL clubs in the two countries. Notably, video content produced by Russian MLF clubs demonstrates greater diversity in genres compared to that of Spanish clubs. In addition to common genres such as broadcasts, press conferences, and match reviews, Russian clubs also produce content in genres such as story, challenge, and vlog. The main actors in the video content from both countries are soccer players (96.2% in Russia and 86.8% in Spain), MFL management representatives, competition hosts, and fans. There are also similarities in terms of views, but the number of reactions (likes, dislikes, and comments) from Russian users is higher than that from Spanish users.