Generation Z Is Transforming How Sports Content Is Watched And Distributed
Generation Z is here to stay, and their impact on modern society must be closely watched and analyzed to keep this growing and powerful demographic engaged.
Gen Z is comprised of those individuals born between 1995 and 2012. According to a study done by Whistle Sports, this demographic is on track to outnumber millennials by 1 million by 2020.
The key to reaching this growing and influential demographic is understanding the best strategies to capture their attention and to do this there must be a shift in the way content is distributed. And the same can also be said for the sporting world.
While traditional sports continue to see a decline in ratings, nontraditional sports like competitive gaming, extreme running, obstacle courses and physical competitions like the CrossFit Games are growing in popularity.
So what is the primary reason for the decline in ratings of traditional sports? The 22-and-under demographic is said to consume more than 3.5 hours of video daily, and most of this content is viewed in short bits. No longer does this generation sit down to watch a sporting event on TV when they can get everything they need off of social media platforms.
Therefore, for brands to stay ahead, they must find ways to connect that not only fosters trust but also continues to offer a wide variety of engagement opportunities.
“You can’t become predictable,” stated Dude Perfect Chief Business Officer Jeff Toney. “One unfortunate thing is the generation is a little ADD, ‘Entertain me now if, I don’t like it, I have 1,000 other options to be distracted with.’ … The challenge is between continuing something that is popular and doubling down on what works, but, in parallel, introducing fresh, new concepts to continue to engage the audience.”
Gen Z would rather participate in niche sports than follow traditional ones. Nontraditional sports allow for direct engagement, and due to the propagation of digital media, individuals can compete and try to hone and improve their skills as opposed to passively watching professionals. Gen Z prefers not to be stagnant. They want to be a part of the action and not a bystander.
Additionally, Gen Z does not see sports as defined by leagues, but as something, they can participate in and recreate with their friends. Therefore, advertising companies must take notice of this shift and modify their consumption methods.
According to John West, founder of Whistle, a sports and entertainment media brand, “Generation Z is also more likely to find content when it’s shared by a friend and allows them to engage directly.”
Therefore, it is imperative for platform creators and influencers to establish a genuine and authentic relationship with their audience. Gen Z must feel they can trust those who are distributing the content.
The focus has also become less about the team and more about the name on the back of the jersey. “This generation views social influences and creators as their new celebrities,” stated West. “There’s a relationship that can be developed that is tough to develop with LeBron James and Tom Brady.”
So, brands must be able to showcase players outside of the arena; give the audience the personalized experience they are craving. Gen Z will fall in love with a player because of their personality, not because of their team name.
“It’s amazing to me in traditional media and sports, they’re still skeptical the influencer is a fad,” stated West. “We don’t see any data that when a 24-year-old turns 25, they un-wire. The habits they’re forming now are generational shifts that grow up with them.
Embracing the power of social entertainers and the brands they’ve built organically is step one.”
So what are brands and teams doing to shift away from traditional marketing tactics? Bud Light was one of the first to seek out a new way to reach this younger generation. The NFL’s Cleveland Browns had been 635 days without a win. So, Bud Light decided to place mini-fridges nicknamed the “Victory Fridge” at bars all around Cleveland. The idea was the fridges would automatically open when the Brown’s won their first game, rewarding loyal fans with a beverage. And win they did, against the New York Jets and the fridges indeed opened — a new advertising success, most definitely.
The Minnesota Vikings are another team highly aware of the Gen Z population, so they went as far as hiring an 18-year-old consultant.
In an interview with the Minneapolis Star Tribune, 18-year old Jonah Stillman stated, “In order to connect with Gen Z, you must first recognize that we are our own unique generation. Many leaders and organizations tend to blend us in with the millennials, which is a huge mistake.
Gen Z-ers will gravitate to platforms like Snapchat where we have more control over who sees our posts.”
Therefore, it is paramount for brands to sponsor, advertise and support Gen Z’s non-traditional sports on a variety of social platforms. This level of consideration will go far in earning a brand not only recognition but validity. And once you have one Gen Z on board, you can be sure they will be spreading the word to their friends and endorsing your product.
