Wondering why TV network groups recently paid double for NBA rights fees attached to 11-year contract deals?

It’s not only about premium live TV programming. It may also be about the next generation of fans in the next few years.

One recent bit of evidence is that young consumers -- at least for live sports events -- get so much more involved.

The hope is that much of this will be expanded to all types of NBA consumption -- like on TV.

According to PwC, in a survey of 2,000 sports fan respondents, younger audiences 18-34 spend $70 more sports tickets than older fans, although they have 20% lower income.

But, you might ask, does this translate into more at-home viewing? Not really. Not now, anyway.

Here are some current data points -- with regard to all sports.

-- 19% of younger fans watch an entire game when they tune in at home, while 32% of older fans do so. 

-- Younger sports fans are 1.4 times more likely to attend a live sports event at least once a month than older fans.  

-- And sports such as baseball, hockey, and golf are declining. 

Now the good news: There is growing interest in volleyball, soccer, combat sports and basketball. 

So, let’s focus on the last sport: Basketball. The recent focus on WNBA and NCAA Women’s College Basketball tournaments pulled in more women viewers, and young female viewers in particular. That would be a good sign.

For the NBA, there is some data to suggest it might be the strongest currently when it comes to young TV viewers.

Of course, let's consider the obvious downside -- that 18-34 viewers are still very well focused on digitally connected platforms -- social media and the like. 

But would this also include premium streaming platforms?

Yes. We know from just raw general overview measurement that even content from CBS Television Network gets an immediate younger-skewing profile when those TV shows run on Paramount+.

Better still, those niche sports such as volleyball, soccer and combat sports -- and perhaps others still to come -- could be just the trick for getting even more young sports fans to the big screen.