Sports brands must reassess their relationship with YouTube if they want a deeper connection with a Gen Z audience

Evaluating the opportunity of using YouTube as a platform for sports content.

It’s no secret that Gen Z are pioneers in defining new behaviours, more so than any generation before them, and emerging trends show how this generation are also consuming sport and sport culture on social media in different ways to previous generations. 

For instance, it helps explain the success of basketball star Kevin Durant’s embodiment of ‘goblin mode’ on Twitter, and the positive reception to Serge Ibaka showcasing the unexpected edges of his personality via his cooking showon YouTube. This audience views niche behaviour on social media as the key to authenticity, which is why calling...

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