The sports industry has long been aware of the aging demographic among its fan base, a concern that predates the pandemic and the subsequent surge in digital entertainment options. One notable trend is the increasing average age of television viewers for major sports properties in the United States between 2006 and 2016. However, the real challenge lies in engaging the younger generation of sports fans in their late teens and early 20s.
Among Generation Z, which encompasses individuals between the ages of 10 and 25, a significant proportion—around one in three—do not watch live sports, in contrast to the overall adult population where the figure stands at 24%. Surprisingly, even football, the world’s most popular sport, experiences a sharp decline in interest within this age group. In seven major markets spanning Europe, Asia, and South America, 40% of 16 to 24-year-olds express either no interest or even disdain for the sport, compared to only 28% who consider themselves fans.
What’s concerning is that this decline in interest among younger fans seems to be an ongoing trend. Internal ESPN data reveals an eight-point decrease in the percentage of 12 to 17-year-olds who identify as avid sports fans between 2010 and 2020. It’s no wonder that ESPN Chairman Jimmy Pitaro admits that the industry’s relationship with younger consumers is a source of worry.
However, amidst these challenges, there are also opportunities. A closer look at the data suggests that the peak of fandom occurs among eight to 15-year-olds, with a majority identifying as fans or even huge fans. This indicates that engaging younger individuals in sports is not an impossible task but rather a matter of finding effective strategies.
This white paper aims to delve into the role of sports video content in shaping evolving content strategies for sports rights-holders and media companies. By leveraging digital platforms and catering to the preferences of digitally savvy fans, there is a chance to reconnect with the younger generation and reignite their passion for sports.
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