80% of Sports Fans Use a Second Screen
The Digital Revolution in Sports: How Tech is Redefining Fan Engagement for Gen Z
Hey Sports Tech enthusiasts, 👋🏼
The whistle has blown, and the game has changed forever. We’re in the era of Gen Z, the first generation of digital natives, who are rewriting the rules of sports fandom. They're not just passive spectators; they're active participants who demand more from their sports experiences. As Ed Abis, CEO of Dizplai, notes,
“Gen Z have been putting their stamp on content for some time with their radically different thinking to previous generations. If broadcasters and brands don’t begin tailoring their content, whether that be what content they produce, how they produce it, or where they choose to place it, the reality is they will become obsolete”.
In other words, if you're not keeping up with the pace of change, you're about to get benched.
Here's why this is crucial for the sports industry to understand:
How Gen Z is Reshaping the Game:
Gen Z's unique values and behaviours are heavily influencing how they engage with sports. Here’s the playbook:
Authenticity Matters More Than Ever: Forget the polished, corporate messaging. Gen Z craves genuine connections. They want real stories, real people, and real passion. If your content feels inauthentic, 60% of Gen Z will permanently disengage from your brand.
Community is Their Home Field: Gen Z isn't just a group of individuals; they're a network of communities. They crave a sense of belonging and connect through platforms like Discord and Reddit. 70% of Gen Z have joined a community for a feeling of belonging. If you want to reach them, you need to build digital spaces where they can connect with each other around the sports they love.
Short-Form is the Warm-Up: Gen Z uses short-form content as their scouting report for long-form content. 85% of Gen Z use short-form content to find long-form content they will watch later. You need to engage them with bite-sized content to capture their attention and then hook them for the main event.
Social Values Score Big: Gen Z expects brands to take a stand on social issues and won’t hesitate to boycott those that don’t align with their values....40% of this generation is willing to boycott a brand.
Sustainability is Non-Negotiable: Gen Z cares about the planet. They expect sports organisations and brands to be eco-conscious. 67% of Gen Z say climate change should be a top priority for political leaders.
Personalisation Wins Games: Generic content is a foul. Gen Z expects tailored experiences and personalised content, with 41% of Gen Z willing to provide data for personalised experiences. And 62% are willing to pay for these experiences.
Multitasking is Their Superpower: They’re watching the game while chatting with friends and checking stats on a second screen. 83% of Gen Z use multiple screens at once. Your content needs to be designed for this multi-screen experience.
"Overheard" Recommendations Carry Weight: Gen Z trusts recommendations from online communities and social media. 30% of Generation Z have made these kinds of recommendations.
Social Media is Their Search Engine: Gen Z goes to social media for information rather than Google. 40% of Gen Z prefer to use social media platforms such as TikTok and Instagram over Google when looking for information and recommendations.
On-Demand is the Only Option: Gen Z watches streaming services daily. 46% of Gen Z watch video streaming services daily. Live broadcasts need to offer on-demand options to keep them engaged.
The Tech Companies Leading Sports Engagement
These companies, (not an exhaustive list, but ones I’ve seen make an impact), are redefining how sports content is created, distributed, and experienced:
Dizplai: They are leading the way in transforming passive sports viewers into active participants. Dizplai uses interactive elements to build brand loyalty and boost engagement, and turn a broadcast into a community event. They recognise that the era of passively watching content is over.
WSC Sports: This company specialises in generating personalised, short-form sports highlights, perfectly tailored for Gen Z's fast-paced consumption habits. They use AI to cut through the noise and deliver the moments that matter. And their recent partnerships with sports team in various leagues demonstrates that the sports teams/federations recognise that too.
Greenfly: Greenfly understands the power of UGC and allows sports organisations to harness their fans' creative energy, turning them into a brand-building machine. They recognise 61% of Gen Z prefer UGC more than other content types.
These tech companies are at the forefront of the digital transformation of sports, but the shift goes beyond just technology, it requires a fundamental understanding of the values and behaviours of Gen Z. To truly connect with this generation, sports organisations must align with their core traits.
My Opinion (The Future of Sports is Interactive)
The sports industry is not just facing a technological shift; it's facing a cultural revolution. Gen Z wants to be part of the game, and they want to shape their sports experience. This means that the future of sports is not just about the game, it's about the community, the data, the personalisation and the immersive experience. Traditional sports need to understand that they are not only competing with other sports organisations, they are competing with social media and every other form of content and entertainment. If the sports industry does not adapt, it will lose relevance. If it does, it’ll be pioneering a new wave of sports fans and engagement.
The Takeaway: The game is changing, and so is the way young fans consume it. The most successful sports organisations will be the ones that embrace these changes and make the technology an essential part of their strategy for growth and engagement.
Stay tuned for tomorrow's roundup as we continue to track these exciting developments and uncover the next game-changing innovations in the world of sports technology. Until then, keep pushing the boundaries of what's possible in the arena where sport meets tomorrow!
Track the Trends. Spot the plays. Shape the game.
Dean