In recent years, traditional sports viewing methods have been enhanced by rapidly emerging trends, offering viewers an expanded array of content consumption choices. As technology advances and more consumers opt for over-the-top (OTT) streaming services, we anticipate a continued surge in engagement for super-fans of all generations, but particularly Gen Z fans. The way the youth engage with sports data has revolutionised traditional fandom, turning it into an immersive and vibrant experience. This generation finds great value in the stories that statistics offer, deepening their emotional bonds with players and teams. Growing up with extensive player data readily available, Gen Z individuals are more than mere spectators; they’re active analysts who derive pleasure from understanding the game’s complexities. It’s no wonder that predictive tools fuelled by data have become influential in enhancing engagement within this demographic.
The rise of features such as live chat, social media integration, personalised recommendations and more is crucial in keeping viewers connected to OTT video content. Gen Z is adept at multitasking, often using multiple screens during a live event, particularly in longer sports formats. By developing interactive components that cater to the distinct preferences of individual users, streaming services can provide Gen Z viewers with a superior entertainment experience.
Watching content on their own terms
As the inaugural digital-native generation, Gen Z demands high levels of personalisation, including the ability to curate and purchase content packages that align with their specific interests, instead of being tied to a provider’s complete sports portfolio. Gen Z’s expectations transcend simply accessing quality sports content. In response, many teams and leagues have established social media profiles tailored to Gen Z audiences, offering exclusive clips or previews of upcoming matches in the widely recognised format of 15-second vertical videos, akin to those on TikTok or Instagram. These platforms enable Gen Z fans to enjoy sports on their terms and interact with their beloved teams as they see fit.
Meeting them halfway
Gen Z’s enthusiasm for sports often translates into active engagement, from managing fantasy teams and in-game betting to exploring the esports counterparts of traditional sports. Their participation also involves social interaction with teams and peers via social media, watch parties, and other digital mediums. They seek direct engagement, whether through playing sports or esports, craving more personal interactions with star athletes. Furthermore, they thrive on the competitive spirit and community atmosphere of gaming, often drawn to substantial prize offerings. While Gen Z holds a genuine interest in sports, their engagement is uniquely shaped by their preferences. They disregard traditional norms, especially those regarding how sports should be consumed – typically on a TV in a living room or bar – preferring instead the online realm where they spend so much of their lives.
The future…
As Gen Z progresses into adulthood and enters the workforce, their purchasing power grows, making it critical that sports teams and leagues understand their habits, preferences, and desires. For instance, Gen Z individuals can vary in their preferences and behaviours, often seeking slightly different forms of interactivity depending on their geographical location. In Asia, Esports is rocketing, whereas in Europe, there is still a preference for traditional sports. It’s critical for the long-term success of sports leagues, teams and streamers to continuously innovate and introduce new experiences to meet Gen Z’s ever-changing expectations.
