In an increasingly digital world, our primary audience has become the younger, more socially-native generation. To reach younger audiences, this report defines the audiences to create content + digital experiences for.

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Content is more important than ever for the health of our business. We need to expand our content slate + organic reach to support our BU’s commercial goals.

 

Content should extend beyond the walls of our teams and sports. Gen Z is less interested in sports — 53%identify as sports fans, vs. 69% of Millennials.

 

Sports is consumed as highlights, not live TV. Gen Z cares more about personalities and opt for highlights —70% don’t feel the need to watch sports live on TV.