6-second games: The crippling addiction to short-form content in sports fans
Understanding the factors behind the decrease in sports viewership by Generation Z
When was the last time you picked up your TV remote and turned on your favourite football, soccer, or volleyball game? Has it crossed your mind recently to search for the latest news on your favourite sports teams? While watching and discussing sports were fundamental forms of entertainment for many past generations, Generation Z seems to disagree.
A 2022 study uncovered that only 23% of Gen Z defined themselves as “avid sports fans,” compared to 42% of Millennials, 33% of Gen X and 31% of Baby Boomers. Furthermore, 27% of Gen Z considered themselves as “anti-sports,” far different from the 7% of Millennials, 5% of Gen X, and 6% of Baby Boomers.
There was a time when UTM’s gyms used to be filled to the brim for intramural ball hockey games, with students even paying an entrance fee to get in. Now, tri-campus teams consider themselves lucky to see double-digit fans in attendance.
So, what’s the reason?
Why don’t Gen Z watch sports
When students and Gen Z individuals alike tune into the Super Bowl, Olympics, or physically visit a professional sports game, they’re there for a thrill like no-other. The excitement of watching a championship final, the lead-up for a major tournament that only happens once every four years, and the ability to join a stranger in rooting for their favourite team—it’s these traditions that have historically evoked an unmatched sense of anticipation in sports fans.
The problem is that Generation Z has been desensitized by the overstimulation of sports media. It’s not that Gen Z is no longer interested in sports, but rather they’re not interested in the current format. Rather than long winding games and live sit downs, the current generation prefers short form and captivating content, and may spend more time following the athletes themselves and social media accounts of the teams for the comedy, lifestyle, and visual content instead of watching the actual game.
Professional teams have tried to adapt to this by their widespread use of influencers and “creator class[es]” to attract a younger audience. Additionally, gaming and fantasy sports have increased engagement by 51 and 54% respectively. Furthermore, with increased marketing in sports betting, Gen Z is quickly falling into the financial trap set by sports corporations to heighten sports engagement.
Despite not diving deep into the psychology of why Gen Z aren’t avid sports fans, the earlier study concluded that the growth of this generation in a social-media nurtured society has dislodged them from feelings of group belonging; a vital emotion evoked in sports fandoms.
Interest isn’t completely dead
Audience levels for professional female sporting events have increased, with over two-in-three Canadians considering themselves avid fans of women sports. The world has grown with social media, enabling female athletes the same platforms male athletes use to empower and strengthen themselves.
Social media platforms, like Twitch, have become an integral part of alternative sports engagement. With the growth of e-sports—the only sport that has yet to deter its Gen Z audience—Twitch provides the younger generation with the perfect outlet to connect with their favourite gamers. Sports corporations, noticing the shift of their viewers, have begun hosting live streams or designing their own video game skins.
Relatability is important. Video games have always been the pastime for students after long days of classes and assignments. Therefore, to be provided with the chance to learn and watch others like them play professionally has guaranteed solid views across all streaming platforms for esports, a difficulty others sports face.
Needless to say, sports viewership hasn’t died, but evolved. Gen Z interest will only continue to shift. It may be esports now, but it could be any sport in the future if the right platform and content form is used to attract them.
