Gen Z watches less live sport but engages more with sports content

An overview of Gen Z sports consumption in Europe, Australia, and the US.

Gen Zs on average follow the least number of sports competitions compared to older cohorts and watch fewer live sports. However, the 18-24s are most likely to engage with sports through other content and activities, as revealed by Ampere Analysis during the latest Snapchat IAB Digital Upfronts event. 

According to data from the US, UK, Australia, Germany, France, Italy, and Spain, 40% of 18-24s claim they are sports fans. They follow an average of 6.5 sports, compared to those 55-64 who follow 11.5 competitions. 

While young consumers watch fewer live sports (73% of 18-24s compared to 79% of 25-64s), they...

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