The Generational Fan Playbook: The 2025/6 WSC Sports Fan Study has unveiled major generational differences in how fans engage in sports content
A survey of US sports fans – The Generational Fan Playbook: The 2025/6 WSC Sports Fan Study – has unveiled significant generational differences in how fans engage in sports content.
The survey by AI-powered sports content tech company WSC Sports, questioned 1,050 US sports fans (350 each from Gen X, Gen Y, and Gen Z) via SurveyMonkey.
It was carried out in October 2025.
“The data shows that generational behavior is now one of the strongest predictors of how fans consume and respond to sports content,” said Daniel Shichman, CEO and co-founder of WSC Sports. “Millennials drive the business impact of sports today, while Gen Z is shaping the long-term direction of engagement.”
Key Findings Per Generation
Gen Z
● 31% feel more connected to athletes than teams.
● Clips under two minutes are almost as important as live games
● More than half say content creators shape how they follow sports.
● 76% followed a new sport, team, or player in the past year (the most of any generation).
● They engage across phones, laptops, tablets, and consoles more than any other group.
● Gen Z treats sports as part of broader digital culture, not a separate vertical.
Millennials (Gen Y)
● Nearly half of Millennials watch sports content every day.
● 85% identify as die-hard or regular fans.
● They hold the highest number of sports streaming subscriptions.
● 62% say they’re likely to buy tickets or merchandise from personalised highlight content.
● They report the highest levels of overload due to multi-platform consumption
● This is the most positive cohort toward AI-assisted sports content.
Gen X
● Smart TVs and live broadcasts remain their primary viewing method.
● They show the lowest adoption of clips and behind-the-scenes formats.
● Their engagement is tied closely to teams and leagues.
● They report meaningful fatigue as sports content spreads across more channels.
Across generations, fans expect more relevant content, easier navigation, and clearer value. Millennials and Gen Z lean most heavily on streaming services, while Gen X maintains a mix of digital and traditional TV viewing.
YouTube is the only platform used widely in all three groups.
Interest in interactive and tailored experiences is rising across the board.
The full findings in The Generational Fan Playbook: The 2025/6 WSC Sports Fan Study are available here.
No comments yet