Generation Z and the future of sports: Sponix Tech and why we need to embrace digital engagement

By Alireza Shahrestani, Sponix Tech marketing director.

The traditional sports broadcasting landscape faces a formidable challenge in capturing the attention of Generation Z. Born between the late 1990’s and 2010’s, this demographic shows less interest in traditional sports game viewing and attendance compared to older generations [Morning Consult]. Their craving for authenticity extends beyond the game to the athletes themselves, seeking real stories and personalities.

Gen Z’s sports consumption habits distinctly differ from previous generations. They favour highlights over full games, with 34% of young fans aged 18 to 24 choosing this format [YouGov Sports Whitepaper 2023].

This shift can be attributed to Gen Z’s lifestyle, characterised by rapid information consumption and a preference for quick, accessible content. Unlike older generations who grew up with traditional broadcasting, Gen Z is accustomed to on-demand content, leading to their preference for shorter, more condensed sports formats.

Enhancing the sports viewing experience

Advanced technologies like augmented reality (AR) dynamic graphics and sports analysis significantly influence younger audiences’ sports viewing habits. A study by Vizrt highlights this trend, revealing that 70% of respondents from the UK and US appreciate the addition of 3D and AR graphics in enhancing their game-watching experience.

These advanced technologies cater to the demand for engaging and immersive content, especially among younger viewers who seek interactive and enriched sports experiences.

Gen Z is leading a significant shift in sports consumption, with a strong preference for mobile viewing. According to a Vizrt study, 67% of Gen Z prefer consuming sports content on mobile devices, drawn by the convenience, accessibility, and multitasking capabilities these platforms offer.

Additionally, 37% of Gen Z exclusively access all content via mobile, highlighting the growing importance of mobile platforms in sports broadcasting. This trend extends beyond Gen Z, as 30% of sports fans from all age groups now watch sports on mobile devices, indicating a wider move towards digital consumption [Deloitte, 2023].

Moreover, Morning Consult research shows that 67% of Gen Z favour mobile viewing, with 74% also acquiring sports content through social media, further diverging from traditional TV viewing habits. The Alpha generation is expected to follow in these digital footsteps, continuing the trend towards mobile and social media-oriented sports consumption.

Future Trends in Gen Z sports consumption

Industry experts recognise the shift in Gen Z’s sports consumption towards digital platforms, with 32% preferring authorised streaming services, as highlighted by ESPN’s Mike Foss. Ian Trombetta of the NFL underscores the need for modernised marketing to keep young audiences engaged. The rise of non-traditional sports content on platforms like YouTube and TikTok reflects Gen Z’s preference for highlights over full games.

As Gen Z’s sports consumption habits continue to evolve, industry experts have identified key future trends to engage this demographic effectively.

• Social media and influencer engagement: Gen Z is deeply integrated into social media. Focusing on athletes as influencers and fostering digital communities is vital for sports brands [YouGov, 2022].
• Snappy, viral content creation: This generation is all about quick, engaging content. They prefer highlights, humorous content, and interactive formats like TikTok. Creating campaigns and initiatives that enable them to produce and share their content will further engage them.
• Esports integration: Esports are incredibly popular among Gen Z. Traditional sports organisations can capitalise on this by connecting with esports, similar to how clubs like Ajax employ e-athletes.
• Fantasy leagues development: Fantasy sports, like fantasy football or golf, are increasingly appealing to Gen Z. Many sports federations have already tapped into this trend.
• Gamification and participation: Unlike previous generations who were content with passive viewing, Gen Z prefers active participation. Integrating gamification and enabling them to make decisions or influence outcomes, can be highly effective.

These trends emphasise a more interactive, digital-first approach, aligning with Gen Z’s preferences and consumption habits. For broadcasters and sports marketers, adapting to these shifts is crucial for engaging with this future-forward audience.

The sports consumption landscape is transforming, led by Gen Z’s preferences for interactive, brief content and subtle advertising. This shift opens new avenues for innovative engagement in non-traditional sports. Success in sports broadcasting and marketing now hinges on connecting with Gen Z in their favoured digital spaces. The industry is at a pivotal point, where adapting to Gen Z’s unique tastes is key to shaping the future of sports consumption.