Sports brands may benefit from focusing content creation efforts on YouTube – rather than TikTok – if they wish to engage with younger demographics.

Why it matters

Concerns are rising that younger age groups are less engaged with sports than previous generations. To build relationships with Gen Z consumers, many sports brands and rights holders have prioritised the creation of TikTok content – but it is unclear if these investments are paying dividends.

Pushing at niche fringes

A new WARC exclusive argues that YouTube’s fandom culture is less about self-branding and more about being aligned with Gen Z’s multisensory approach...