Young people are sports fans—but the leagues they love, the screens they’re watching on, and the athletes they’re rallying behind are changing fast. Most Gen Z and Millennials are consuming sports content weekly, or even daily, following athletes across social media, and their favorite sports stars shape their purchase decisions. But reaching them requires understanding a sports landscape that looks very different from the one their parents grew up with.
In YPulse’s 2026 Sports & Athletes Report, we break down which leagues are winning with each age group, how young people are watching sports content, who their favorite athletes are and why—and how brands can tap into the influence athletes have over young consumers’ lives and wallets.
Report length: 23 pages, North America report is based on surveys of 1,500 13-39-year-olds in the U.S. and Canada, fielded December 2025
News consumption habits, which sources they trust, and how misinformation and media skepticism are shaping their worldview.
TV and entertainment viewing habits, which streaming services they’re subscribing to, and how their viewing habits are shifting.
