We know that the world of sports watching and consumption is changing rapidly but just how quickly has been illustrated in a new report by Vizrt, a Norwegian Digital storytelling company that is used to illustrate graphics on sports including the GAA.
It has looked at Gen Z’ers, those born in the late 1990’s and the early 2000’s and recognised as the first generation to have grown up in a fully internet-enabled world.
They are in their early to mid 20’s now and many are featured in our Sport for Business / PwC 30 under 30. They think differently about the way that sport is broadcast and they are the future.
Discussions about the need to keep sport on free-to-air big boxes in the living room and notable for the general absence of any commentators under the age of 30. They are probably just wondering what all the fuss is about.
67 percent of Gen Z prefer to watch sport on a mobile device, citing accessibility as the main reason. This compares to 54 percent of Millenials (those born in the 1980’s and early 90’s and only 23 percent of Gen X’ers, which is most of those currently in senior decision-making roles.
The question wasn’t asked of the Baby Boomer generation born in the 1950’s and early 60’s but we can guess that the number would be low.
38 percent of GenZ watch exclusively on their mobile devices and 71 percent say they often or very often watch sports content on social media.
The survey was conducted across the US and the UK so may have some different quirks for an Irish audience but only one percent of respondents from the younger age group said they would regularly go to a sports bar or a pub to watch live sport. Maybe the concern over a ban on alcohol sponsorship is becoming less of a one for sporting bodies. That is if they can find replacements in the digital world.
On a positive note, 80 percent of those who responded said that they watched sport three times or more each week so they are still very engaged, just through different forms of media.
Dublin agency Thinkhouse brought the report to our attention and they took three takeaways from the research.
1. Choose Bite-Sized Content: Gen Z’s preference for bite-sized content on social media platforms signifies the importance of creating concise and captivating content that can be easily consumed and shared. Content focus should be on creating short-form videos, highlights, and engaging visual content that can grab Gen Z’s attention. Collaborating with content creators or leveraging user-generated content can also help amplify reach and engagement.
2. Cultivate Authenticity and Transparency: Gen Z craves authenticity and seeks behind-the-scenes access to athletes’ lives. Prioritising genuine stories and moments that resonate with Gen Z’s values and aspirations will help cut through. Collaborating with athletes who embody authenticity and leveraging their personal journeys can help foster deep connections with Gen Z sports fans. Transparent brand messaging and socially conscious initiatives can also align with Gen Z’s desire for purpose-driven engagement.
3. Champion Athlete Activism and Social Impact: Gen Z athletes are increasingly using their platforms to raise awareness about social issues and demand change within the sporting industry. There are opportunities for brands to align themselves with athletes who are actively engaged in social impact initiatives that resonate with Gen Z’s values. By supporting and amplifying these voices, brands can showcase their commitment to meaningful change and connect with Gen Z on a deeper level.
Sport for Business will be hosting a special Members Round Table event on Social media later in 2023 and will also shortly be kicking off a Media Series on the Sport for Business Podcast Platform.
If you are interested in finding out more about what we are doing in this area, just get in touch below.
