Millennials & Teens Sound Off: Their 10 Favorite Sports To Watch

The top sports that Millennials and teens love to tune in for might surprise you.

We surveyed 1000 13-32-year-olds on the sports they watch, to find out how often Millennial and teen fans are tuning in to sporting events, what they're watching, and what they're favorites are. According to our monthly survey, 32% of young viewers are watching sporting events on a monthly basis, with 16% tuning in a few times a week:

So what are they watching? When we look at the sports they say they've watched over the last two years, football tops the list for both males and females: 

But when we ask them to tell us their favorite sports to watch on TV, the viewing list shifts a bit. We had the Millennials and teens who told us they watch sports to tell us the sport that they most like to watch on TV.* Here are their top 10 responses: 

Hard to see past the top five, isn't it? That's because football and college football received by far the most responses, over double the amount that number two sport basketball received. So though there are hints that football might be having difficulties retaining some Millennial fans, it is still the majority's favorite sport to tune into. Basketball ranks as their second favorite, and soccer comes in at number three, ranking above baseball. 

We've begun to see the impacts of soccer's popularity among younger viewers, and their favorite sports to watch list indicates that longtime U.S. standbys could be losing ground to futbol. According to some marketing experts, soccer has become a “juggernaut” in the U.S. among younger viewers, prompting some brands to move advertising money into the sport. Heineken, which recently became the Official Beer of MLS believes, “’the Millennial consumer and really the Mexican Hispanic consumer love the sport and [we] will…

 
 

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The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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