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LaLiga, Nielsen study finds younger fans consuming wider range of sports


Andre Cohen

Nielsen and LaLiga Tech, the tech arm of Spain’s top soccer league, have collaborated on a new study that found sports fans aged 34 and under claimed to follow an average of 6.3 sports, a marginal increase from to older generations. The survey is based on responses from 20,000 Gen Z, Millennials, Gen X and Baby Boomer fans.

Fans surveyed came from 15 countries in North America, Europe, Asia and Africa. Fans 34 and under listed a total of 65 different sports as being of interest. Almost half (46%) of younger fans (Gen Z and Millennials) prefer watching sports on smartphones or tablets. The same group is 41% more likely than older fans to engage in fantasy sports while watching a broadcast game while 55% of Gen Z fans expect to see and interact with live stats during a broadcast, according to the report.

Of the 20,000 fans surveyed, 41% watch certain sporting events via a streaming platform. About half of this audience (47%) say they also watch traditional television simultaneously while streaming sports. According to Nielsen, Gen Z’s multi-screen consumption has increased by 10% globally over the past year, compared to a 5% increase for all demographics.

“This report highlights trends that we have been monitoring for some time; digital audiences are attracted to sports through gaming, streaming content or mobile apps, but their level of fandom hasn’t changed, in fact it may even increase,” said Fabio Gallo, Product Manager LaLiga Tech , in a press release. “Now is the time for sports organizations to prepare for change by creating proprietary digital platforms that allow a new generation to discover their content, using data analytics to create stronger fan connections than ever before. “

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