Millennials’ & Gen Z’s Favorite Sport To Watch Shows A Generation Gap

What sports do Millennials and Gen Z most like watching on screen? We found out—and their answers show new sports generation gap…

In Ypulse’s recent survey on sports and athletics—measuring participation, viewership, and fandom among Millennials and Gen Z—we found that about three in ten 13-34-year-olds report watching broadcast sporting events on-screen weekly, and one in five report watching monthly.

Of course, for this group, we did have to specify that “on-screen” can mean “any type of screen: TV, laptop, tablet, smartphone, etc.” While watching “live on TV” is still the most popular way to consume sports on screen, streaming and social media are undoubtedly forces to watch. As we outlined last week, multiple leagues are making major changes to try to keep up with the next generation of sports viewers—and to reach them on multiple screens. The MLB is dabbling in live streaming games on Facebook, which also recently scored a deal to live stream Champion League Soccer. The NFL is looking outside their traditional playbook to reach young fans with a partnership with AwesomenessTV to create a digital series that “lifts the curtain” to give a behind-the-scenes look at the sport—and is part of a major deal to bring short shows to Snapchat as well. Young consumers’ attention is fragmented across platforms, but also across new entertainment, including e-sports, which almost two in five male 13-34-year-olds say they are avid followers of.

In that same survey, we asked what sports they’ve watched in the last year, what leagues they follow, and what sporting events they’ve watched in the last year—but to find out what sports they’re actually most enjoying as fans, we also asked, “Please tell us the sport that you most like to watch on-screen?”* We ranked their open-end answers, and found…

 
 

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The Newsfeed

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Baby Einstein is growing up for Millennial parents with a new mission and campaign. Their “Ignite a Curious Mind” effort goes after parents, not kids, with short spots that encourage curiosity. They’re also working on new toys, moving beyond their “sweet spot” of zero to 12 months for toddlers. Baby Einstein’s parent company, Kids II is also planning on reworking other brands, like Bright Starts and Ingenuity. (Ad Age)

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