Horizon Media research unit Why Group is out with a new report on how fans interact with sports that details shifting engagement patterns among younger audiences.  

"Our research shows that younger audiences are redefining what it means to be a sports fan," said Maxine Gurevich, SVP of Horizon's Why Group. "They're engaging through lifestyle content on social media and streaming platforms, rather than traditional broadcasts.” 

That shift, she added, “presents a unique opportunity for brands to connect with these Sport-Curious individuals in innovative ways. We've begun to see sparks of this throughout the 2024 Summer Olympics, where more consumers have engaged with the Paris Games on social media and via influencers than ever before — and our research suggests this will continue at increasing levels." 

Findings from the report include: 

Social Media Influence: 86% of Gen Z and 79% of Millennials interact with sports-related content on social media. And 49% of Gen Z and 35% of Millennials have discovered a new sport through social media. 

Transition to Streaming: Live sports are moving from linear to streaming in hopes of capturing younger audiences. Partnerships between major sports leagues and streaming services are being formed to drive subscriptions and attract younger viewers (i.e., Paramount+ and UEFA, Prime Video + NFL, X (Twitter) + WWE, Apple TV + Major League Soccer [MLS], Prime Video + WNBA, and Peacock + Summer Olympics).  

Impact of Sports Betting: Sports betting is deepening engagement and attracting new audiences to sports. With a projected 2024 revenue of over $14 billion, the 12% of the population that currently places sports bets is expected to increase year-over-year. 

With legalized betting in 34 states plus DC, 46% of US sports fans aged 18-48 report that betting has deepened their fandom. 52% of Gen Z and 43% of Millennials say sports betting has led them to watch new sports/teams.  

The report also explores different dimensions of sports culture and delves into five key areas that can attract new audiences: Fashion, Tech, Equality/Identity, Entertainment, and Comedy. 

"The Sport-Curious trend is about broadening the appeal of sports beyond traditional fans," noted Gurevich. "Brands that leverage these cultural shifts and engage in authentic ways will not only reach new audiences but also build deeper connections." 

More from the report (for a fee) can be found here.  

The report on sports is the first of a new series of “cultural deep dives” exploring major trends that the Why Group will issue in the coming months.