The "Gen Z Football Report" explores the attitudes, behaviours, and trends of Generation Z towards football, providing actionable insights for brands that are aiming to engage with Gen Z football fans.
As part of our report, we conducted a short survey. From this, we received 301 responses, of which 72% of respondents were Gen Z. While 75% of the total Gen Z audience came from diverse backgrounds.
Football content consumption is changing. With Gen Z being the first generation to have 24/7 access to the internet we’ve seen a shift in how they consume content. Gen Zs expect content on demand but also look deeper into the game towards the players.
Social media and digital platforms play a crucial role in how Gen Z engages with football. Social media platforms such as Instagram, TikTok, and YouTube are the primary sources of football-related content. This has only been accelerated with the rise of smartphones and the level of convenience it brings. Gen Z is more likely to engage with football-related content on mobile devices, with 73% of young sports fans wanting to access sports content at their convenience, whenever and wherever they want to.
Convenience is a keyword that surrounds this demographic. Fans are starting to favour short-form content as a result of this, from our study 59% of Gen Z fans watch short-form content. Although fans favour this, there is still an appetite for long-form content, however, the key to delivering this successfully is through quality storytelling.
Gen Z's attitudes toward football are shaping the future of the sport. With a greater emphasis on social media, digital platforms, and inclusivity, Gen Z is redefining how football is consumed, played, and experienced. As such, stakeholders in football, including clubs, leagues, and brands, must adapt to meet the changing needs and expectations of this generation.
Thank you for reading our UP Yours blog post!! If you’d like to learn more about actionable insights on Gen Z, please follow this link https://www.divrsemedia.com/report or you can reach out to me at firstname.lastname@example.org
By Matthew Quadri, Co-Founder of Divrse Media