The Younger Generation Changing The Dial In Sports Fandom

When Nick Kyrgios moaned to a ball boy that “you could not pick a more boring sport as a professional” in the 2019 U.S. Open, it was just another rant by the bad boy of tennis. For the younger generation of sports-mad followers, the Australian had a point. Undoubtedly, Kyrgios has been the living embodiment of what sport can be on and off the court – driving crowds to switch on rather than off, attracting sponsors and bringing a new, younger audience via his accessible streetwise attitude.

Short-Form Content Is King in Sport

However, the Australian also knows that Gen Z and Millennials are consuming short-form content in an ever-changing technological world. “Athletes can no longer just show up on the court or the field, we have to show up online too. I want to create, produce, direct and own content. That’s the future,” said Kyrgios. He’s right.

A report by leading management consultancy Deloitte into sports fan behaviours has found that more than 90 per cent of Gen Z fans like to watch sport on social media devices with an emphasis on game clips and highlights, streaming live events and watching interviews and posts from professional athletes. The rise in digital content is not only changing how the elite sports landscape is viewed but also having a knock-on effect on how teams, individuals, clubs and associations are delivering their content to increase fan engagement.

Netflix Part of The New Anytime Anywhere Streaming Model

Although labelling sports fans as hardcore or casual is a moot point, there is increasing evidence that Gen Z do take their sport seriously. Their demands revolve more around customized content with the authenticity of emotions, lifestyle and behind- the-scenes narratives especially important to feel closer to their heroes or role models. The Success of Netflix’s Drive to Survive is a case in point. Netflix is part of the new movement of content that can be watched anywhere and at any time, which cuts out the need for the scheduled broadcast imperative.

A joint US and UK study by Vizrt, a specialist in visual storytelling tools for media content creators in sports and Esports industries, has found that only 58 per cent of Gen Z like watching the whole event. An increasing number of the younger generation take advantage of the multiple in-game apps, player and game data and analysis which helps personalize the action through their prism.

Almost two-thirds of the Zoomers suggested that they would be happy to pay for a model that would see the event in real time from the athlete’s perspective. This digitally native cohort wants to be immersed in the front seat rather than the sidecar.

This sense of community through technology and in-game AR and analysis has also created a new wave of sports wagering online. According to Deloitte, over half of Gen Z and Millennials have chosen to bet during the real-time event. VR technology continues to develop at a rapid pace which brings the action closer to the heartbeat of the fan, increasing the social aspect of watching the sport.

“There’s a drastic shift in how the younger demographic is interacting with and consuming sports content,” Pino Barile, Vizrt’s head of sport in the U.S., said of the research. “To truly keep these fans engaged, broadcasters must adapt their content for the younger generation’s viewing habits.”

Almost two-fifths of Gen Z fans said that they would be more likely to watch sports from home with friends while a quarter of those surveyed suggested that experiencing events with acquaintances or relations was the most enjoyable aspect of the event.

 Social Issues and Authenticity of Content Is What Gen Z Want

Generation Z studies have shown this this is a diverse and educated group that will shift the attitudes and delivery of content. Their awareness of social issues and the relevance of being very much part of a new movement that creates its own social community means that younger sports fans want to see part of themselves reflected in their viewing models. The hyper-connection they experience means that channels like OnlyFans create an environment that can reach out to the truly committed fan, offering them prized discounts and subscriptions.

 As professional sports stars and teams shape-shift their product around social media and the societal issues that Gen Z fans care about, there is an increasing connection between the athlete and the consumer. Brands and sponsors will continue to align themselves with the values of the younger generation.

 Linear television and traditional broadcasting are too narrow now for the Zoomers whose bandwidth is wider than just the action on the field of play. Instagram, TikTok, and YouTube are calling the shots right now.

(Devdiscourse's journalists were not involved in the production of this article. The facts and opinions appearing in the article do not reflect the views of Devdiscourse and Devdiscourse does not claim any responsibility for the same.)