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GAME CHANGER: RETHINKING SPORTS EXPERIENCES FOR GENERATION Z NIELSEN SPORTSCopyright 2019 The Nielsen Company 2 If traditional sports dont evolve, declining attendance and viewership will accelerate, because Generation Z, which for the purposes of this report we define as the 16-24 age group, is coming of age. The best sports properties in the world will succeed in the long run by understanding the wants and needs of Generation Z and transforming themselves so they can attract and engage fans for years to come. The professional sports landscape faces serious headwinds with the teens and young adults who grew up simultaneously holding security blankets and smartphones. Generation Z has high expectations for entertainment experiences, and its a mistake to believe they will automatically grow to love the same sports as their parents and grandparents. Not only do their tastes in sports differ, they consume them differently than older generations. “There are already many examples of sports such as cricket, basketball, American football and motorsports evolving their rules and formats to improve the pace of play, reduce commercial break times and minimize timeouts. Leading rights holders are also adjusting how they distribute their content to adapt to the needs of Generation Z, and this will only accelerate in the future.” - Mike Wragg, Global Head of Research, Nielsen Sports Properties face another dilemma with Generation Z: individual athletes are a much bigger draw than teams or leagues. Loyalties shift as personalities move around throughout their careers. Two of the biggest names in global sports demonstrate this phenomenon. European footballer Cristiano Ronaldo has three times as many social media followers on Instagram and Twitter as his team, Juventus, and league, Serie A, combined. American basketball phenom LeBron James has three times as many followers on Facebook, Twitter and Instagram as his current team, the Los Angeles Lakers, and 11.6 million more than his league, the NBA. This presents both a challenge and opportunity for sports properties and marketers as they leverage the power of athlete ambassadors to connect and engage with young fans. Through Nielsen Fan Insights, this is what we know will shape the industry going forward. The following is a col- laboration between Nielsen Global Media, the source of One Media Truth, and Leaders, a global networking organization that specializes in connecting people and ideas through the business of sport. We examine how Generation Z sports fans differ from their predecessors in interests, media consumption habits, entertainment preferences and purchase behaviors. INTRODUCTION3 BUSTING MYTHS ABOUT GENERATION Z SPORTS FANS By analyzing Nielsen Fan Insights from China, France, Germany, Italy, Japan, Spain, the U.K. and the U.S., we can do some myth-busting about Generation Z sports fans relating to their attention spans, loyalty, content consumption, purchase power and physical activity. Gen Z consumers have short attention spans For starters, this age group doesnt collectively have a short attention span. This selective, multitasking audience appreciates quick pace-of-play sports, such as basketball, football (soccer), extreme sports and mixed martial arts, more so than less action-packed competitions like baseball and golf. This generation prefers shorter, snackable content is preferred over entire games or matches with long periods between lead changes and scoring. Gen Z isnt loyal Generation Z is more loyal to individual athletes than teams or leagues, and it places loyalty on brands with social values that align with their personal beliefs. However, this age group has also demonstrated an openness to change team fandom and more willingness to pledge allegiance to teams outside of their local geographic areas wherever they live in the world. Gen Z doesnt have disposable income It is a mistake to assume this youthful segment doesnt have strong buying power. On the contrary. While theyre less likely to be paying rent or a mortgage, and are often still living with parents, this group has disposable income to spend on luxury accessories. Gen Z isnt willing to pay for content Theyre often cord cutters, but they are willing to pay for quality sports content. Members of Generation Z are more selective and want to pick and choose which sports events they pay to see. Also, theyre more adept at finding the most affordable ways to stream content. Gen Z isnt physically active Generation Z is not composed of lazy couch potatoes any more than other generations. In fact, these teens and young adults actively play basketball and football (soccer) more often than those ages 25 and older. MYTH ONE MYTH THREE MYTH FOUR MYTH FIVE MYTH TWOCopyright 2019 The Nielsen Company 4 You often hear that Generation Z consumers have short attention spans. Its evident that the rise of short-form videos, bite-sized newscasts and podcasts has accelerated because of this generation. However, this is also the generation that ignited the trend of spending countless hours binge-watching entire seasons of shows on subscription video on demand (SVOD) services. Attention span doesnt appear to be a problem with Generation Z its about the quality of content, interactive opportunities and the overall entertainment experience. Another example that busts the myth about short attention spans is the viewing of gaming video content not playing, but watching others compete and commenting in real time. According to a survey of gaming video content viewers by SuperData, a Nielsen Company, 29% of the respondents under age 25 said they watched continuously for one to two hours, and 14% watched three to four hours at a time. DEEP DIVE THE TRUTH ABOUT GENERATION Z SPORTS FANS AND ATTENTION SPANS GENERATION Z AND GAMING VIDEO CONTENT VIEWING With engagement and interest in mind, leading sports organizations are adapting to Generation Z by creating snackable, interactive content that can grab their attention and drive engagement in a cluttered world. “If we provide those snacks to our fans on a free basis, theyre still going to want to eat meals which are our games.” 3% Less than 10 minutes 21% 10-29 minutes 26% 30-59 minutes 29% 1-2 hours 14% 3-4 hours 4% 5-6 hours 1% 7-8 hours 2% More than 8 hours Source: SuperData GVC Omnibus Survey, August 2018 (U.S. market) - Adam Silver, NBA Commissioner5 Football (soccer) and basketball are the most popular sports globally across all age groups. The universal love of football spans generations and genders. As a whole, Generation Z is more likely to be fans of any sport than those ages 25 and older. However, sports with a faster pace of play are better at attracting the interest of Generation Z fans. The biggest differences we see in fandom between age groups (where Generation Z overindexes the most) include surfing, extreme sports, field hockey, mixed martial arts and basketball. GENERATION Z SPORTS INTERESTS GENERATION Z SPORTS INTEREST Percent of general population “interested” or “somewhat interested” in the following sports SURFING EXTREME SPORTS FIELD HOCKEY MIXED MARTIAL ARTS BASKETBALL 17.3% 10.1% 23.2% 14% 10.5% 6.8% 20.1% 13.9% 35.3% 24.7% Generation Z Age 25-69 Source: Nielsen Fan Insights: 2019 (China, France, Germany, Italy, Japan, Spain, U.K., U.S.)Copyright 2019 The Nielsen Company 6 Sports facing challenges with Generation Z engagement in the U.S. include baseball, motorsports and golf. But professional rights holders of these sports have taken action to buck the trend. For instance, NASCAR started providing stage breaks and split-screen com- mercials. Major League Baseball has introduced changes to speed up games by reducing down time between innings and during pitching changes. And the PGA Tour has relaxed its fan policy to allow smartphones along the course to capture videos and pictures for sharing on social media. GENERATIONAL DIFFERENCES IN SPORTS INTEREST IN THE U.S. Percent of those interested in the following sports BASEBALL MOTORSPORTS GOLF 41.1% 27.8% 22% 26.2% 18% 22.2% Generation Z Age 25-697 Streaming has forever changed how sports fans consume content, as well as how properties sell and distribute their content rights. Streaming has also provided a more accessible platform for emerging sports that are popular among Generation Z but dont have television broadcast partners. China has the highest percentage of fans choosing to stream sports content ver- sus watching on linear television, and members of Generation Z are twice as likely to be sports streamers as their older counterparts. “Generation Z in China was born and raised in the digital age with unprecedented IT technology, infrastructure, a privileged economic environment and fast-growing digital media platforms. Their daily lives are rooted in the Internet, smartphones, OTT and social media apps. The high rate of consumers who never watch TV but do stream sports is just a reflection of their identity and not a surprise.” - Yang Zhao, Head of Commercial, Nielsen Sports China Sports streaming in the U.K. and Germany is gaining ground, and these two coun- tries have the largest generational differences in streaming. This reflects broader trends in streaming media consumption outside of sport. Japan has a low percent- age of exclusive streamers across all age groups. “Despite the arrival of a strong streaming player like DAZN, which entered the market in 2017, there is still a strong source of live sports and sports content available through FTA and cable services. Many Gen Z and other generations still feel they are well served through traditional channels they have used for many years.” - Nicholas Bruce, Executive Director, Nielsen Sports Japan “DAZN continues to acquire rights and partner with many of the biggest and best leagues for both domestic and international content. Traditional broadcasters and players such as Rakuten are expanding their streaming offering, but there is potentially less demand for it than you may find in other markets. The expansion of 5G off the back of the Tokyo Olympic Games may also have some impact in the market in the future.” - Nicholas Bruce While Japan is in the early stages of streaming adoption, recent investments in sports streaming from DAZN and other organizations there should trigger fast growth. WAYS OF WATCHING SPORTS GENERATION Z SPORTS FANS ARE TWICE AS LIKELY TO WATCH SPORTS ON STREAMING SERVICES AS THEIR OLDER COUNTERPARTS. Copyright 2019 The Nielsen Company 8 STREAMING SPORTS Percent who never watch television but do stream sports CHINA U.S. U.K. GERMANY ITALY SPAIN FRANCE JAPAN Generation Z Age 25-69 10.5% 5.3% 8.3% 3.6% 7.7% 2.1% 6.7% 2.0% 3.7% 1.6% 2.5% 0.7% 2.2% 0.9% 1.7% 2.4%9 Ages 25-69 rely more heavily on television, radio, newspapers and magazines than Generation Z. These traditional media formats are easily accessible to members of Generation Z still living with parents. But once out on their own, these younger sports fans are more likely to become cord cutters and forego subscriptions and physical media. Over the past year, several major sports publications have turned to digital-only editions or eliminated print publications and doubled down on digital and social media reporting resources in response to this trend. TELEVISION IS STILL THE LEADING SOURCE FOR SPORTS INFORMATION, REGARDLESS OF AGE USE THE FOLLOWING MEDIA FOR NEWS ABOUT SPORTS 31.3% 44.2% 39.2% 33.9% 31.0% 38.2% TV VIDEO STREAMING PLATFORMS SOCIAL MEDIA WEBSITES (NOT SOCIAL MEDIA) SOCIAL MESSAGING APPS (NOT SOCIAL MEDIA) RADIO OFFICIAL CLUB/LEAGUE/EVENT WEBSITES NEWSPAPERS (PRINT) MAGAZINES (PRINT) EMAIL PODCASTS 64.9% 70.6% 55.7% 36.4% 53.7% 36.2% 43.8% 53.1% 53.1% 40.1% 33.0% 25.4% 28.2% 27.1% 25.3% 18.1% 26.1% 24.5% Generation Z Age 25-69Copyright 2019 The Nielsen Company 10 Video streaming, social media, websites, apps, social messaging, email and podcasts are more popular with Generation Z than their older counterparts. In order to connect and engage with Generation Z, sports media need to utilize social and digital channels and podcasts. Social media platforms have gotten into the sports distribution business by delivering highlights, behind-the-scenes content and even full games. Bleacher Reports House of Highlights recently converted online followers to “in real life” brand evangelists. Bleacher Reports House of Highlights Instagram (IG) account has more than 14 million followers (more than half of whom are under 24 years old). By understanding how Gen Z engages on a platform like Instagram, House of Highlights has been able to capitalize on its IG followers with a new show on YouTube and Twitter as well as a branded basketball camp for youth ages 10-13. On stage at the Leaders Sport Business Summit in London, Facebooks Director of Global Live Sports Part- nerships and Programming Peter Hutton discussed the changing ways in which young fans consume sport. “The most important thing we do in sport is bring that new audience in and talk to an audience that doesnt necessarily want to watch full-form games, but wants to snack. They still care. Theyre still a fan, and they still want information every day, 365 days a year. I think we perform a really useful role in that space, and I think that also allows sponsors to activate on the platform.” - Peter Hutton, Director of Global Live Sports Partnerships and Programming, Facebook11 Sports properties are no longer competing against other teams and leagues for the attention of Generation Z. Resurgent music festivals like Coachella, pop-up experiences like the Museum of Ice Cream and events like TwitchCon satiate Generation Zs appetite for killer experiences. As a result, sports teams and leagues must reimagine sporting events and create unique entertainment experiences worth the time, attention and price for Generation Z. Event producers looking to attract Generation Z should consider the draw of celebrities, fashion, music, food and video gaming. Those leading the way have embraced the festivalization of sports by adding features like concerts, food festivals and shopping to turn live sports experiences into more of a festival-like atmosphere. Forward-thinking sporting venues are also making upgrades to appeal to Generation Z by adding more flexible seating/standing viewing options and diverse, affordable food and beverage options. Sharing the live event experience is critical for Generation Z, so having good Wi-Fi connectivity and mobile phone service is also a must. GENERATION Z IS THE DRIVING FORCE BEHIND THE “FESTIVALIZATION” OF SPORTS ENTERTAINMENT INTERESTS MUSIC VIDEO GAMES SOCIAL MEDIA FASHION CELEBRITIES 67.5% 52.5% 53% 29% 45% 33.6
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