Sports audiences The Gen Z opportunity

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Alistair Taylor

February 2021

Digital natives are more likely to consume non-live sports than older, traditional sports fans, which presents rights holders and broadcasters with untapped potential for monetisation by harnessing and actioning this insight. While the most valuable sports audience currently remains among pay-TV subscribers, planning for meaningful non-broadcast revenues through digital-native engagement is now crucial for pandemic mitigation, as well as addressing the needs of the underserved fans of the future.

Companies and brands mentioned in this report: Activision Blizzard, Amazon, Amazon Prime Video, Among Us, Animal Crossing, Apex Legends, Apple, Apple Music, Call of Duty, CBS, Chicago Bears, Disney, Disney+, EA Sports, ESPN, ESPN+, Facebook, Fall Guys, FIFA, Fortnite, GTA, Instagram, Madden NFL, Minecraft, MLB, NBA NBA, NBC, Netflix, New Orleans Saints, NHL, Nickelodeon, Roblox, Rocket League, Snapchat, Spotify, Take Two Interactive, TikTok, Twitch, Verizon, Washington Post, WWE, Yahoo!, YouTube

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