Gen Z is heavily invested in both playing and watching sport, and its participation and viewing habits have been relatively insulated against the worst of the cost of living crisis.
Gen Z is heavily invested in both playing and watching sport, and its participation and viewing habits have been relatively insulated against the worst of the cost of living crisis.
However, barriers to access present a threat to Gen Z consumers’ engagement with sport as declining public facility provision and the live broadcast market’s domination by pay TV are limiting its availability to them.
Gen Z’s prioritisation of its physical and mental health presents sports participation providers with a major opportunity to strengthen its commitment to taking part, while the demographic’s digital native status is set to dramatically change the way professional sport is screened, watched and even played.
Gen Z loves sport as much as any generation, but its very different playing and watching preferences are changing the game in participation, broadcasting and media.
David Walmsley, Research Analyst
For the purposes of this Report, Mintel has used the following definitions:
Gen Z is comprised of people aged 16-28 in February 2025. This is slightly different from the ONS definition of 15-28 due to consumer research being restricted to internet users aged 16+.
Interest in sport is defined as playing sport (including running, swimming and cycling) on a competitive or non-competitive basis; watching live sport in person or via broadcast coverage; watching highlights or clips of sporting events; and following sport through media channels. This includes watching non-live video content (eg documentaries, YouTube videos etc), reading print and online publications, and following or posting about sport on social media.
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