The sports industry is approaching a pivotal crossroads as it confronts the tastes of Generation Z.
For many years, the global sports-media complex has been growing fast. This growth comes from new technology and innovative ways of producing content. Sports media rights around the world were worth $55 billion in 2022. This shows how much the sector has grown. It’s set to exceed $60 billion next year, says Front Office Sports. These revenue streams have caused franchise values to soar into the billions.
Gen Z’s view of sports content is changing. This shift worries leagues, rights owners, and media groups. They fear this golden age may soon end.
Gen Z is not as excited about sports as older generations were. Only 18% of Gen Z say they went to a live sports event last year. Research from Morning Consult shows that 33% of Gen Z skip live sports on television, compared with 25% of millennials. Loyalty is fading too—nearly four in ten Gen Zers say they don’t even have a favorite team. In contrast, only 25% of all US adults feel the same, according to Morning Consult.
Platforms like 22Bet are adapting to this shift. They focus on younger audiences who want mobile access and social features. Plus, these users appreciate inclusive representation in sports entertainment.
Getting More Sports Coverage on Social
No surprise: Gen Z goes to social media for sports content and highlights. They are drawn to the connection and sense of community around teams and athletes they love.
Short-form video platforms are changing how we watch. Only 40% of Gen Z watch live sports on traditional cable, says the Oliver Wyman Forum. That’s much lower than the 51% of millennials and 61% of Gen X who still do.
Major sports leagues are finally acknowledging how crucial social media is for building fan engagement. The NFL has brought on more than 1,200 influencers on social media to promote its content and grow its fandom. attempt to meet prospective fans where they are.
Embracing Esports Ecosystem to Attract Gen Z Spectators
Esports stand out as one of the rare areas where Gen Z’s passion for competition truly thrives. The growth of esports has attracted over 500 million viewers worldwide. Gen Z loves watching pros play their favorite games. They also enjoy connecting with large communities of fans.
The English Premier League has started a league for the UK’s best FIFA gamers. Similar gaming teams are part of the NBA and NHL 2K series. Many leagues use esports to reach more fans. MLB holds Twitch “watch parties.” The NFL offers Fortnite skins, so fans can dress their avatars in official jerseys.
Flirting with Fantasy and Gaming in Sports
Gaming and fantasy sports are reshaping how fans consume and interact with sports content. Gen Z connects with this content. In fact, 51% of them said gaming content boosts their sports interest. For fantasy content, that number is 54%. Only 31% of non-Gen Z audiences felt the same, and 33% agreed, based on research from the Oliver Wyman Forum.
Sports networks and pro leagues are quickly entering the sports betting world. It‘s a delicate balance. The industry can mix gaming, fantasy play, and betting. This creates a single, exciting fan experience. Pro leagues are becoming entertainment giants thanks to influencers and gaming. Yet, they need to be careful with these trends.
Engaging Gen Z — a winning sports content strategy
Gen Zers aren’t sports fanatics, but they are ravenous for content. Professional leagues and media groups have the content. They need to engage with today’s media-savvy generation. It’s important to do this authentically. At the same time, they must keep older fans interested.