Gen Z
FOOTBALL report

Gen Z are driving a significant shift in the way football content is consumed and although their behaviours still indicate a strong interest in the sport, social media has afforded them the option to forgo full match broadcasts in exchange for a more autonomous experience of football media.

This generation increasingly yearns for an engaging and entertaining experience, they seek opportunities to interact with football content on social media platforms - where they can catch up with match highlights, memes and even follow their favourite players. They're not so interested in attending match days, but will passionately tweet along and engage with other fans on twitter

Gen Z's attitudes towards sports are different from those of previous generations. They value diversity and inclusivity and are pushing for greater representation of women, people of colour, and the LGBTQ+ community in sports. For example, we’ve seen game publishers, EA, add the Womens National Soccer League in FIFA23, inspiring the next generation that female footballers deserve the same platform as males whilst inspiring young girls to pick up gaming as they can play with players who look like them.

Being digital natives means they are shaping the future of sports through their use of technology. They are accustomed to having information at their fingertips and expect instant access to stats, scores, and highlights. This has led to new uses for technologies like augmented reality, which Snapchat employs to enhance the fan experience.