Gen Z and Sports: How Younger Fans Consuming the Game

Sports fans aren’t going away. But the way people — especially Gen Z — watch, engage with, and experience sports is changing fast.

According to global data, 74% of people aged 18–24 follow sports regularly, but only about 30% watch entire live games, with a much larger share turning to highlights and shorter formats instead. (YouGov+1)

This reflects a shift in viewing habits rather than a lack of interest.

From TV to Mobile and Social

Traditional live broadcasts used to be the backbone of sports consumption. Today, Gen Z fans use a mix of screens and platforms:

• Nearly 90–90+% of Gen Z sports fans use social media to follow games, watch clips, or interact with athletes. (Sports Technology News)

• Many prefer viewing on mobile devices over TV. Surveys show that younger fans are significantly more likely to watch sports content on phones or tablets than older generations. (LS:N Global)

• Streaming platforms are increasingly dominant: a recent report found that over half of sports fans now see streaming as their primary way to watch sports, with Gen Z leading the shift toward short-form and on-demand content. (Sports Business Journal)

Highlights, Interaction, and Personalization

Younger fans don’t just want more content — they want different content:

• Many choose highlights and short clips over full live matches because they fit their schedules and attention patterns.(YouGov)

• A majority of Gen Z expect live stats, interactive features, and deeper insights while watching — whether that’s through apps, second screens, or enhanced broadcasts. (Sportzpower)

• They use multiple devices, not just one screen, turning viewing into a participatory activity rather than a passive one. (PR Newswire)

Instead of long match coverage, many younger fans prefer snippets that they can share, comment on, and react to in real time. This aligns with the behavior around short-form video platforms like TikTok and YouTube.

Live Still Matters

It’s a myth that Gen Z doesn’t care about live sports. They do — but in a broader context:

• Social viewing is important: many Gen Z fans watch live matches with friends or share reactions in group chats and social feeds. (PR Newswire)

• A big driver of live viewership is personal connection — such as following favorite athletes or standout moments, rather than a team’s historical brand alone. (GlobeNewswire)

In that way, the focus isn’t on TV schedules, it’s on meaningful moments that can be social, shareable, and tied into digital lives.

Broadening the Sports Landscape

Gen Z also follows a wider range of sports than older generations. Recent indexes show:

• Football (soccer) remains highly engaged among young fans globally.

• Other disciplines — like running, Formula 1, boxing, and swimming — also rank highly in Gen Z engagement. (EY)

This means the idea of a single, dominant sport narrative is fading. Young fans are open to multiple sports experiences, often discovered through social platforms and global digital communities.

What This Means for the Industry

For leagues, clubs, and broadcasters, this shift presents both a challenge and an opportunity:

Challenge:

• Live rights and traditional TV deals remain financially critical, but they must adapt to how younger fans want to engage.

• Sports organisations risk missing out if they treat broadcast audiences and social audiences as separate worlds.

Opportunity:

• Enhanced, interactive content — with real-time stats, multi-angle streams, and social features — can deepen engagement.

• Short-form highlights and personalized feeds unlock new sponsorship and advertising value.

• Gen Z’s digital habits increase exposure — teams and leagues can scale reach faster if content meets expectations.