运动中的千禧一代和 Z 世代:主题分析
市场调查报告书
商品编码
1154823

运动中的千禧一代和 Z 世代:主题分析

Millennials and Gen Z in Sport - Thematic Research

出版日期: | 出版商: GlobalData | 英文 24 Pages | 订单完成后即时交付

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简介目录

千禧一代和 Z 世代是随着 IT 热潮成长起来的两个不同的世代。千禧一代是指 1981 年至 1996 年之间出生的人,而 Z 世代则包括 1997 年至 2010 年之间出生的人。两者都是体育转播的重要目标,在巨大的技术发展中提高这一群体的身份对激发人们对体育的兴趣提出了独特的挑战。

虽然前几代人对亲身观看比赛或在传统有线电视上观看比赛更感兴趣,但年轻一代更有可能利用现代流媒体选项。我来了。体育机构和联盟不得不通过启动和增强他们自己的流媒体服务来适应。

年轻观众观看体育赛事的方式发生了明显变化,他们消费新闻和分析的方式也发生了变化。许多人倾向于免费内容,例如播客、YouTube 分析视频和比赛集锦。最终,年轻一代倾向于可以快速消费并以简洁的方式传达重要信息的无障碍内容。

科技行业的许多领导者都很看重体育运动的流行及其带来的商机。随着虚拟现实 (VR)、增强现实 (AR) 和元宇宙等领域的发展,这种趋势将变得更加明显。 Metaverse 在未来几年内不会大放异彩,但一旦出现,Z 世代想要在虚拟世界中与朋友共度时光的与生俱来的渴望将变得重要。

在这份报告中,我们分析了千禧一代和 Z 一代等体育运动的流行程度和市场趋势),体育观看/参与趋势的变化,以及行业利益相关者应采取的应对措施。

内容

  • 执行摘要
  • 市场进入者
  • 主题大纲
  • 趋势
  • 行业分析
  • 市场规模和增长率预测
  • 时间表
  • 价值链
  • 媒体广播
  • 赞助商协议
  • 观众人数
  • 公司
  • 上市公司
  • 参考资料
  • Thematic Research分析方法
  • 关于GLOBALDATA
  • 联繫人
简介目录
Product Code: GDSPO-TR-S023

An analysis of how sport is viewed amongst millennials and gen Z, and how the sphere of sports viewership has changed.

Millennials and Gen Z are two different generations that both grew up alongside the technology boom. Millennials are considered to have been born between 1981 and 1996, while Gen Z is considered to be comprised of people born between 1997 to 2010. Both of these demographics are key targets for live sports, and the growing uniqueness of these groups during an age of enormous technological developments has presented unique challenges in getting them interested in sport.

While previous generations were much more interested in physically attending games or watching on traditional cable TV, younger generations are much more inclined to use modern streaming options. Growing up with widely accessible content has made younger people more likely to use these options, and sporting organizations and leagues have had to adjust to this by launching and increasing their own streaming capabilities.

While the way that young viewers watch sport has obviously changed, they also consume news and analysis differently. Many will gravitate towards free sources of content including podcasts, analysis videos on YouTube, and quick highlights for games. Ultimately, younger generations gravitate towards accessible content that can be consumed quickly, and that concisely conveys important information.

Many leaders in the tech space are correctly identifying the popularity of sport, and the business opportunities this can bring them. Given how tech-savvy younger generations are, there is a necessity for these companies to appeal to them, and this will become more apparent and evident as developments occur in spaces such as virtual reality, augmented reality, and the metaverse. While major developments in the metaverse are unlikely to happen in the next couple of years, Gen Z's innate willingness to spend time with their friends in a virtual world will be crucial once the metaverse comes to fruition.

Key Highlights

  • Newzoo's Generations report, released in August 2021 had several intriguing insights about millennials and Gen Z concerning gaming habits. According to the research, at least 25% of Gen Z's leisure time is spent on gaming, with both millennials and Gen Z spending significantly more time on the habit than older generations. Additionally, an extraordinary 81% of Gen Z have reported playing games while 70% of millennials have reported the same, while 70% of millennials and 69% of Gen Z had spent money on games in the six months before the study. The average playtime per week for Gen Z is seven hours and 20 minutes, with the average millennial playing time clocking in at 30 minutes fewer than this. Unsurprisingly, there is a significant overlap between people who play and watch games, with 71% of Gen Z doing both, as opposed to 67% of millennials. For younger gamers, content creators within the gaming industry are an ideal to strive towards, with platforms such as YouTube and Twitch allowing gamers to begin building their brands and engaging with audiences from a young age. In addition, 40% of Gen Z and 37% of millennials reported using gaming as a social exercise, with many gamers interested in playing games simply to spend time with their friends.
  • As younger generations become interested in sport, viewing patterns will shift somewhat. Nowadays, many younger viewers are more interested in streaming games online, with many watching multiple games at once. The accessibility with which many can access different events now is in stark contrast to before the turn of the century when some games were not televised at all. Programs like Red Zone for the NFL tap into this idea, as it keeps track of all the Sunday NFL games being played simultaneously. Many younger viewers will create setups at home where they can watch multiple sporting events at once on different screens, partially because younger people are often interested in a greater variety of sports than previous generations.
  • Now, with rights split across so many different channels and platforms, watching sports from home is not as consumer friendly as it used to be, with many fans needing multiple subscriptions to keep up, which is partially what helps make streaming so appealing. Having all a competition or team's games in one spot makes things significantly easier to keep track of a result. In terms of using streaming platforms, younger people are the primary purveyors of OTT platforms, and according to research, these age groups are more receptive to advertising. AdTech company Freewheel revealed that OTT viewers finished up to 98% of advertisements. This means that OTT platforms provide advertisers with a potentially large audience that is willing to consume advertisements. Potential technological developments in machine learning and artificial intelligence could also help dictate advertising models in the future, as companies look to home in on specific target audiences even more.

Scope

  • This report provides breakdowns of how popular sport is amongst millennials and Gen Z.
  • It identifies the key trends that uniquely affecting millennials and Gen Z with regards to sport.
  • A look at how the growing popularity of eSports, particularly amongst younger generations, is vital for sporting organizations to tap into.
  • A detailed look at the millennials/Gen Z value chain, and what generates value for sport amongst these younger generations.

Reasons to Buy

  • For those wanting an in-depth analysis of sports and its intersections with younger generations.
  • Discusses how the nature of viewing sports has changed with the boom of technology and the Internet, as well as a look at how streaming platforms and social media have capitalized to become an essential part of life for younger generations.
  • GlobalData's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

Table of Contents

Table of Contents

  • Executive Summary
  • Players
  • Thematic Briefing
  • Trends
  • Industry Analysis
  • Market size and growth forecasts
  • Timeline
  • Value Chain
  • Media broadcasting
  • Sponsorship deals
  • Attendance
  • Companies
  • Public companies
  • Further Reading
  • Our Thematic Research Methodology
  • About GlobalData
  • Contact Us