Younger, Gen Z adults are losing interest in watching football games – and would rather tune in to overseas sporting events, such as cricket or basketball, a report has found.
Less than two-thirds (64%) of sports fans, who are aged 18-26, say football is their favourite sport to watch – compared to three-quarters of Gen X adults, and 78% of millennials, who still enjoy following football matches.
And Gen Z also appear to be losing interest in watching a full sporting event – with 21% instead just tuning in to the highlights to stay up-to-date with what is happening in the fixtures.
The survey, of 600 sports fans, also found that watching a sport event at the pub is dying out across all age groups, as almost a third of Gen Z (31%), and 21% of millennials, say they prefer to watch events at home alone.
And there is a growing trend towards watching sports on a mobile phone whilst on the go – with 67% of Gen Z, and 54% of millennials, consuming their sports content in this way.
Gen Z is also the most likely generation to get the bulk of their sports information from social media – 68%, compared to 47% of millennials.
The research was commissioned by Vizrt, leaders in real-time graphics and live production solutions for content creators – and it emerged that the love of live sport slowly seems to be dying out altogether, with just two-thirds of Gen Z now enjoying it.
Andrew O’Neil, head of sport for EMEA and APAC at Vizrt, said: “There’s a drastic shift in how the younger demographic is interacting with and consuming sports content.
“To truly keep these fans engaged, broadcasters must adapt their content for the younger generation's viewing habits.
“Millennials and Gen Zs want shorter, snappier content they can watch on the go, but that is rich with AR graphics, real-time data, and exciting analysis to feel fully immersed in the game.”
The research, via OnePoll, also found that virtual elements are hugely important in making the experience more immersive, with nearly a fifth (18%) of sports fans being more likely to watch a broadcast if graphics and virtual elements are used.
The importance of broadcasters and media companies creating captivating content, such as augmented reality graphics and virtual studios, was shown to be essential for over three-quarters (76%) of Gen Zs.
And 44% of this age group say they feel more engaged in sports commentary when virtual sets are used.
Meanwhile, overseas sports are garnering new fan bases quickly, with sports such as basketball and cricket listed as favourite sports within the 18-26 age bracket.
And only 56% of younger adults polled are still watching with friends and family – compared to 75% of millennials who do so.
The report also revealed women are more likely to watch sport with friends and family (72%) – while 46% of men prefer to watch at home alone.
For more information, and to read the entire research report, visit here.
