Looking at the sports fandom of North American and Western Europe young consumers, which region is repping their teams the most? Three charts tell it all… TL;DR Young Europeans are slightly more likely to consider themselves sports fans than North Americans While North Americans are split on the sport they’re watching the most, young Europeans are devoted fans to just one While streaming services are giving live TV a run for its money, young Europeans are still tuning in live the most Across gender and generation, YPulse research has long shown that the majority of young consumers consider themselves sports fans. But even before the pandemic, these gens were shaking things up for the sports industry: Gen Z and Millennials are watching far less live TV, are largely consuming content on social media, and are opting for video games instead of the live-action variety. These trends only grew during lockdowns, and at the same time, live sports were put on hold across the world, making it even more difficult—if...
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