Gen Z's Demand for Free, Multi-Platform Content Pressures Sports Rights Holders—Only 14% See Media Rights Growth, but D2C and Sponsorship Offer Hope as 43% Struggle Without a Data Strategy
Chapter: The Next Generation of Fans: Understanding Gen Z and Gen A
As the sports industry faces new challenges, the emergence of Gen Z and Gen A presents both an opportunity and a threat. These younger generations are radically reshaping the way sports are consumed and engaged with. Unlike their predecessors, Gen Z (born between 1997 and 2012) and Gen A (born from 2013 onwards) are digital natives, and their expectations for content, accessibility, and engagement are vastly different from those of older fans. For sports rights-holders, adapting to these shifts is essential to remain relevant in a fast-evolving landscape.
The Digital-First Expectation
Gen Z and Gen A are platform-agnostic, meaning they don’t have loyalty to a single platform for consuming content. They expect to find sports content across multiple digital touchpoints—whether it’s streaming, social media, user-generated content (UGC) platforms, or gaming. For sports organisations, this means a multi-platform strategy is no longer optional. Content needs to be easily accessible, interactive, and tailored to these platforms if it’s going to capture and hold attention.
“They are platform-agnostic and expect to encounter sports content across streaming, social media, UGC platforms, and gaming all at once.”—PTI Sports Leadership Benchmark
This new consumption pattern also demands more innovation in the format of sports content. Short-form videos, interactive experiences, and real-time engagement tools like polls, live chats, and direct fan interactions are increasingly critical to keeping Gen Z and Gen A engaged. Simply broadcasting live games or uploading highlights isn’t enough; these fans want immersive, tailored experiences.
The Challenge of Free Content
One of the biggest hurdles facing sports organisations is the fact that Gen Z and Gen A are used to accessing content for free. These generations have grown up in an era where platforms like YouTube, TikTok, and Instagram offer a nearly endless supply of free entertainment. For sports rights-holders that have long relied on subscription models or pay-per-view revenue, this is a major disruption.
“Gen Z have grown up in an era where paying for content is often seen as unnecessary, creating challenges for sports organisations reliant on traditional pay-to-view models.”—PTI Sports Leadership Benchmark
To combat this, sports organisations need to offer compelling value propositions that make paid content worthwhile. This could include offering exclusive behind-the-scenes content, integrating social gaming experiences, or creating fan-first membership models that blend digital and real-world experiences. The traditional media-rights-driven revenue model is already showing signs of fatigue, with only 3% of respondents in the PTI survey expecting significant media rights growth over the next five years.
Direct Fan Engagement: Building Loyalty Through Data
For younger generations, fandom isn’t just about watching games; it’s about feeling connected to teams, athletes, and communities. Platforms like YouTube and Roblox allow direct fan interactions that were previously unimaginable. As a result, rights-holders need to embrace data-driven strategies that create personalised, fan-first experiences. Yet, the PTI report highlights that only 10% of UK sports rights-holders are currently able to pull meaningful insights from their data.
“81% of sports organisations do not measure customer lifetime value, meaning the vast majority do not know whether their engagement strategy is working or actually costing them money.”—PTI Sports Leadership Benchmark
Data is the key to unlocking deeper fan loyalty. By understanding what younger fans value, sports organisations can shape their content, products, and experiences to cater to those interests. Whether it’s through personalised merchandise, tailored content, or special offers, creating that connection is vital for long-term success.
Innovation or Obsolescence: The Need for Change
The biggest takeaway from PTI’s report is that adapting to Gen Z and Gen A isn’t just a nice-to-have; it’s essential for survival. These generations have higher expectations for flexibility, interactivity, and digital-first experiences than any before. If sports organisations continue to rely on outdated models that focus solely on ticketing and broadcast revenues, they risk becoming irrelevant to the very generations that will drive the future of sport.
“Sport is facing a bigger generational shift in engagement than ever before. The future of sport lies in the ability of rights-holders to adapt to the rapidly changing media consumption habits and values of younger generations.”—Jo Redfern, Head of Engagement Strategy, W3SV
To thrive in the next decade, sports organisations must balance tradition with innovation. Whether through embracing a multi-platform strategy, providing personalised content, or developing new ways of monetising fan engagement, the message is clear: adapt now or risk losing the next generation of fans.
By understanding the distinct behaviours and preferences of Gen Z and Gen A, sports organisations can build future-proof strategies that align with the values of younger audiences, ensuring long-term growth and sustainability in an ever-evolving digital landscape.
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