As media companies across the industry shift to cover do-it-yourself videos submitted by athletes and fans, that user-generated content has been a staple of B/R for years, especially on its “House of Highlights” Instagram account. Five of B/R’s ten most-watched videos on Instagram this month are athlete-centric, said Bleacher Report Chief Content Officer Sam Toles. Since the suspension of live sports, UGC content has generated 40% of B/R’s social engagements.