电通（Dentsu）：2022年Z世代和千禧一代体育消费者研究报告（英文版）（17页）.pdf

1、1xUNDERSTANDING TODAYS GEN Z AND MILLENNIAL SPORTS FANSx2xBACKGROUNDThe proliferation of sports content across social media channels has radically impacted how todays sports fans consume content related to their favorite teams,players and live sports.In addition,there has been huge growth in origina

2、l sporting content that has been developed for YouTube and other social platforms.Dentsu Innovation Initiative and Overtime conducted original research to explore some of the different ways that Gen Z,Millennial and Gen X sports fans engage with sports content across linear television and digital pl

3、atforms.EXECUTIVE SUMMARYYounger sports fans(Gen Z and Millennials)are engaging with sports in very different ways than their older counterparts.Watching live televised games is less important to Gen Z.In fact,half of Gen Z sports fans are watching sports games live on linear TV only monthly or less

4、 often.Gen Z are more likely to watch sports highlights on digital platforms than on linear TV.Social media is becoming increasingly important for Gen Z and Millennial sports fans both for following specific sports games and for consuming sports content daily.Each generation of sports fan engages wi

5、th different social platforms for sports content.Instagram and TikTok are used most by Gen Z sports fans,while Facebook,Instagram and Twitter are the most used by Millennial sports fans.YouTube is used by 7 in 10 Gen Z and Millennial sports fans to engage with sports content.Todays sports fans are m

6、ore supportive of brands that sponsor original sports content on social channels and YouTube compared to brands that advertise during televised sports games.3xMETHODOLOGYWe conducted two separate surveys focused on understanding attitudes and behaviors of sports fans aged 13-54 in the U.S.Sports Fan