Gen Z prefer watching live sport on the go rather than viewing it at home or in a pub – because it’s more convenient.
A poll, of 600 sports fans, found 67 per cent of those aged 18-26, will typically watch sport from their mobile phone while out and about.
Millennials follow close behind, with 54 per cent of the age group preferring to watch sport on their mobile – but this drops to just 23 per cent of Gen X adults.
It also emerged 68 per cent of young adults get most of their sports content from social media – more than any other generation – with only 47 per cent of millennials doing this.
The research, commissioned by leaders in real-time graphics and live production solutions for content creators, Vizrt, also found the love of live sport slowly seems to be dying out among the younger generations, with just 66 per cent of Gen Zs 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.”
It also emerged that one in five (21 per cent) use highlights to keep up to date with what’s happened in sporting fixtures and events – suggesting that sitting down to watch a full game could become a rare occurrence among the younger generation of viewers.
Virtual elements are hugely important in making the experience more immersive, with nearly a fifth (18 per cent) 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 per cent) of Gen Zs.
And 44 per cent of this age group say they feel more engaged in sports commentary when virtual sets are used.
Watching live sport in pubs could also soon be a thing of the past, with all generations of sport fans preferring to watch at home alone – including 31 per cent of Gen Zs, and 21 per cent of millennials.
And despite football being one of the most popular UK sports, a downward trend of engagement among younger audiences is emerging, as just 64 per cent of Gen Zs list this as their favourite sport to watch – compared to 78 per cent of millennials, and 75 per cent of Gen Xs.
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 per cent of younger adults polled, via OnePoll, are still watching with friends and family – compared to 75 per cent of millennials who do so.
The report also revealed women are more likely to watch sport with friends and family (72 per cent) – while 46 per cent of men prefer to watch at home alone.
For more information, and to read the entire research report, visit here.
