New report reveals the sports Gen Z have stopped watching
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Gen Z prefers watching women’s football over tennis and rugby
- An Ofcom report reveals a decline in viewership of certain sports among younger audiences, with tennis and rugby experiencing the most significant drops.
- Football remains the most popular sport for 18-34-year-olds, with about 25% interested in watching, while interest in tennis fell from 13% to 10% and rugby from 7% to 5% between 2019 and 2024.
- Women’s football has seen a rise in younger viewers, attributed to broadcast deals with platforms like YouTube and DAZN, as well as female players' strong social media presence.
- Athletics and the Olympics have gained popularity, with interest rising from 5% to 9% and 9% to 13%, respectively, possibly influenced by the Paris Olympics.
- Traditional TV viewership has declined, especially among younger demographics (34% drop for 18-34-year-olds), as they shift to streaming platforms, though per-person viewing minutes of live sports have increased overall.