Advancements in technology since the turn of the century have sparked a seismic shift in the way fans engage with their favourite sports.
That point was hammered home in a recent survey conducted by global consultancy giants Deloitte, who revealed some intriguing insights into sports fandom.
The study shows there a massive number of dedicated fans who are willing to invest significant amounts of time and money into engaging with sports.
Intriguingly, the study found that watching live sports events is more popular with older fans than Gen Zs and millennials. Just 58% of this demographic say this is their favourite type of sports content. The figure rises to 71% when taking into account fans of all ages.
Cross-platform engagement has become an integral part of watching sports at home, with 77% of all fans saying they engage in at least one other activity at the same time. This includes using social media, playing fantasy games, watching more than one game on different devices and wagering on a game or event.
In-play betting has become increasingly embedded in the sports watching experience among the younger demographic, with around half of Gen Z and millennials over the age of 21 admitting to placing wagers on their mobile device while watching live sports.
The popularity of bet365 app and other technological innovations in the gambling sector have created a culture where people who wager on sports are more likely to attend an event in person than individuals who do not place bets.
Just 44% of non-bettors have attended a live sporting event in person in the past 12 months – a tally which lags well behind the 61% of bettors who watched live sports in person.
The live wagering element undoubtedly adds to their enjoyment of watching sports, with bettors able to place bets on numerous different markets.
Technology allows sportsbooks operators to offer ‘real-time’ odds, which update as the game or event takes place. In sports such as football, this opens the door for bettors to wager on who will win the next corner, score the next goal, pick up the next yellow card and so on.
By engaging with in-play betting, sports fans can make more informed wagering decisions, thus increasing their chances of making a consistent profit from their online wagering activities.
Social media is also firmly embedded in the modern-day sports culture, particularly among Gen Z and millennials. Over 90% of this demographic use social media platforms to consume sports content such as highlights, exclusive interviews or live events.
Almost half of respondents in this group use their mobile device to post on social media during the game, further highlighting how cross-platform engagement has become the norm among younger sports fans.
Streaming has become an integral part of the way the younger demographic consume live sports, with 46% of Gen Z and millennials subscribing to video on demand (SVOD) services specifically for watching sports in the past 12 months.
By contrast, this figure drops to just 30% when factoring in all age groups, which suggests traditional broadcast, satellite and cable still remain hugely popular.
However, with around two-thirds of Gen Z and millennial respondents saying streaming platforms provide a better viewing experience than other options, it is clear that SVOD services represent the future of live sports consumption.
Deloitte’s Jana Arbanas believes the survey indicates offers an excellent insight into how the evolving digital media landscape is driving key shifts in how fans engage with their favourite sports.
“The rise of streaming services, coupled with changing generational behaviours, necessitates a change in how the industry views engagement,” Arbanas said.
“Gen Z, in particular, seeks immersive, social experiences both at home and at live events, with a noticeable trend towards multiple devices and platforms. Simultaneously, the integration of sports betting and digital assets like NFTs (non-fungible tokens) challenges us to redefine fan engagement.
“The future of sports will increasingly rely on weaving a seamless tapestry of live, digital, and interactive experiences that resonate across all generations.”
