In the ever-evolving world of sports, engaging the next generation of fans has become a top priority for teams and leagues. With the rise of Generation Z (Gen Z), individuals born after 1996, sports organizations are facing a unique challenge. This generation has grown up with smartphones in their pockets, shaping their digital habits and preferences. Traditional methods of consuming sports content are no longer enough to capture their attention. In this article, we will explore the changing landscape of sports fandom and discuss strategies to engage Gen Z fans.

The Changing Landscape of Sports Consumption

Declining Interest in Traditional Sports

Unlike previous generations, Gen Z is less enthusiastic about traditional sports. Recent research shows that only 47% of Gen Zers identify themselves as sports fans, compared to 63% of adults aged 18 and above. This decline in interest poses a significant challenge for sports organizations that rely on broadcast viewership for revenue.

The Rise of Snackable Content

Gen Zers have grown up in an era of short attention spans and constant digital stimulation. They seek excitement in a matter of seconds and prefer snackable content that can be consumed quickly. This generation is adept at switching between multiple channels to find the content that truly entertains them. To capture their attention, sports entities need to make their games more engaging by incorporating highlights, gamification, eSports elements, interactive experiences, and sports betting.

The Digital Habits of Gen Z

Gen Z members are known for their digital fluency and innate understanding of technology. They navigate the world differently than previous generations, relying heavily on digital platforms for entertainment and information. Research shows that Gen Z interacts with the world through social media feeds, apps, and online games, making it crucial for sports organizations to adapt their offerings to meet these digital preferences.

According to research conducted by ESPN, 96 percent of 12- to 17-year-olds still identify as sports fans. However, the percentage of avid fans has dropped from 42 percent a decade ago to 34 percent last year. This decline in avid fandom can be attributed to Gen Z’s diverse range of digital interests, which often compete for their attention. From music and movies to pop culture and celebrity news, sports rank behind these entertainment avenues in terms of Gen Z’s priorities.

Adapting to Gen Z’s Preferences

Innovating Sports Media Content

To capture the attention of Gen Z, sports media need to bet on innovation, personalization, and immersion. Traditional broadcasts of live games may not be enough to engage this generation. Sports entities should consider offering games via streaming services, introducing interactive second-screen elements, and utilizing advanced statistics.

Leveraging Social Media Platforms

Gen Zers turn to social media platforms for sports content, with YouTube being their preferred platform. Approximately 49% of Gen Zers use YouTube several times per week, followed by Instagram (44%), Snapchat (37%), and TikTok (31%). Highlights and replays are essential touchpoints for connecting with Gen Z, as they condense lengthy games into exciting moments that can be easily shared on social media. Sports entities and media should focus on creating short-form and innovative digital content that provides insights into players’ individual performances.

Reimagining the Fan Experience

Gen Zers expect more than just passive consumption of sports content. They want to actively participate and contribute socially and creatively. Sports organizations should embrace this desire for interactivity by focusing on digital accessibility, creative and social interactivity, and positioning sport within the broader context of entertainment choices. By rethinking how to engage the larger population of more peripheral fans within Gen Z, sports organizations can tap into new opportunities for fan loyalty and monetization.

Highly Engaged and Craving Connection

While there are challenges, Gen Z also presents opportunities for sports organizations. Members of this generation are highly engaged and crave connection. They value the ability to interact with others, whether it’s at a ballpark or through digital platforms. Recognizing this desire for connection, sports organizations have begun to shift their focus towards providing unique and interactive experiences for Gen Z fans.

New Strategies for Engaging Gen Z

Traditional blueprints for engaging fans no longer suffice when it comes to Gen Z. Sports organizations are adopting new strategies to capture and retain the attention of this generation. They understand that Gen Z may not have the patience to sit through lengthy televised games, but they are receptive to shorter videos and content on platforms like YouTube, TikTok, Instagram, and Snapchat.

The NBA’s Success in Engaging Gen Z

The NBA has been at the forefront of engaging Gen Z. With 40 percent of its core fan base under 35, the league has embraced digital platforms and social media. It boasts 148 million followers across major social media platforms, surpassing the combined followers of other U.S. leagues. The NBA has seen a 43 percent growth in social media views in the past three years, demonstrating the effectiveness of their approach.

The Power of Short-Form Videos

Short-form videos have become a powerful tool for engaging Gen Z. While they may not generate the same revenue flow as traditional means, they play a crucial role in planting seeds of loyalty. According to sports marketing agency Two Circles, the value of short-form videos is projected to increase by over 100 percent in the next four years. However, live rights still hold significant value, with a projected valuation of $49.1 billion in 2024.

The key challenge for sports organizations is not just finding Gen Z but attracting and maintaining their attention. Focusing on shorter, more dynamic content that resonates with this generation.

The Future of Sports Entertainment

As the sports industry faces the challenge of engaging Gen Z, it must adapt to the changing landscape of sports consumption. While live viewership remains crucial, sports entities and media partners must find ways to reimagine the live viewing experience. This may involve exploring alternative revenue streams, such as streaming services and interactive content. By embracing innovation, personalization, and immersive experiences, sports organizations can successfully navigate the era of content creation and continue to dominate the ratings for years to come.

How to change the situation

Understanding the consumption habits of Gen Z fans, companies like mantis•ai have emerged to provide solutions for sports organizations. mantis•ai specializes in the generation and distribution of best moments, creating personalized playlists for fans that draw the attention of the new generation. By delivering curated content that aligns with Gen Z’s preferences, sports organizations can effectively engage this generation at a low cost.

The mantis•ai solution offers sports organizations an alternative way to access and captivate Gen Z fans. By leveraging personalized playlists and highlight collections, teams, leagues, and manufacturers can tap into the interests and digital habits of this generation, ensuring their future success.

Conclusion

Engaging Gen Z in sports requires a deep understanding of their digital habits, preferences, and interests. Sports organizations must adapt their offerings to meet the ever-changing landscape of sports fandom. By leveraging technology, embracing innovation, and providing authentic experiences, teams, leagues, and manufacturers can capture the attention of Gen Z and cultivate a loyal fan base. The future of sports depends on effectively engaging this generation and shaping the sports landscape for years to come.