Scouting Next Gen Sports Fans Trend Report

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

First things first, the majority of young people, across gender and generation, consider themselves a sports fan. However, Gen Z and Millennials were creating challenges for the sports industry pre-pandemic: Young sports fans’ streaming habits have been eating into live sports viewing, their increasing occupation with gaming and esports has been said to be stealing their attention, and social media has changed the way they consume sports content. Quarantine only accelerated these trends. This trend report gives brands the full rundown on the profile of a young sports fan post-COVID across gender and generation, and how to rewrite the playbook on reaching not only this group but also non-sports fans with what they most want in traditional broadcast sports to off-the-field digital sports-related content.

Download the full report for insights on: 

  • Percentage of sports fans among young consumers and how COVID’s pause on live sports affected sports fandom numbers.
  • The classic sports content that is at peril for not delivering on young people’s affinity for experience.
  • What sports fans and non-sports fans want to see happen to sports games to become more interested in watching.
  • The platform that is positioning itself as the future of the sports industry and how it has evolved sports viewing to fit young consumers’ desires.
  • How brands went beyond the field with sports content during COVID and put a spotlight on the future of sports.

Report length: 48 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded March 2021

Additional survey content for Pro users: Reasons behind sports participation, sports they stopped watching, personal values that the sports industry does not align with, Types of fantasy sports they’re part of, esports activity participation, Reasons behind sports participation for children, sports they participated in within the last year, how they participate in sports, the physical activity/exercise/sport they most like to participate in, sports they’ve watched live in the past year, kinds of in-person sporting events they attended, sports they watched on-screen within the past year, sporting events watched in the past year, and social media sports accounts they follow. 

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