Sports’ Gen Z Problem

America’s youth aren’t identifying as sports fans. A recent survey by Morning Consult found that just 53% of Gen Z respondents (13-23yo)  identify as sports fans.

That’s down from 69% of millennials and 63% of adults overall.

A whopping 39% of Gen Z said they never watch sports.

Gen Z’s relative ambivalence to sports shows why tapping into their consumption habits — like TikTok and mobile-first tendencies — is a key objective moving forward for sports organisations.

Source: Front Office Sports