2022
9
US Teen and Tween Sports Market Report 2022
2022-07-01T04:13:55+01:00
OX1101771
3695
152599
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Report
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“With more sports to play and more ways to follow, youth sports are coming out of the pandemic with a strong growth potential. Teens are connected to their teams, athletes…

US Teen and Tween Sports Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

Stay ahead of the curve and future-proof your business with Mintel’s US Teens and Tween Sport Market Report 2022. Our full report is packed with consumer-led market intelligence, the latest market research, trends, and consumer behaviours affecting your business.

Key Topics Analysed in the Full Report

  • The market for youth sports in the US
  • Key factors impacting teen and tween sports
  • Opportunities and challenges for brands and leagues to reach young players and fans
  • The sports teens and tweens follow and play
  • How demographics impact sports preferences
  • Ways to engage teen and tween sports fans and methods they use to follow sports
  • Teen and tween perceptions of the benefits of sports

Expert Insights 

This report, written by Noah Lasutschinkow, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in US Teens and Tweens sports market and add expert context to the numbers.

With more sports to play and more ways to follow, youth sports are coming out of the pandemic with a strong growth potential. Teens are connected to their teams, athletes and brands in deeper ways than ever before. They are eager to return to play, but the field-of-play has evolved.”

Noah Lasutschinkow
Research Analyst – Technology and Media

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Youth sports outlook – Participation and fan following, 2022-27
    • Opportunities
    • Put health in focus – It’s a priority for both kids and parents
    • Don’t fight it – Leverage kids’ social media second screen habits to deepen engagement
    • The future is now – Digital content is in demand
    • Girls, girls, girls! Increase exposure to women’s pro sports, extend access to girl athletes
    • Equality for girls in sports is only just at the beginning
    • Challenges
    • Health and safety concerns remain – Some parents need convincing
    • Costs are rising and youth sports can be expensive – They may be out of reach for some
    • Increased competition for time – Sports isn’t at the top of teens’ and tweens’ priority lists
    • Key consumer insights
  3. Market Value Indicators

    • Youth sports’ market value similar to movie industry, theme parks
    • Parents need solutions to combat negative mental health impact
    • More play now may equal more fans in the future
      • Figure 2: Sports following and participation, by sport, 2022
    • Fewer sports played but increasing participation points to specialization
      • Figure 3: Total sports participation rates among teens aged 13-17, 2012-22
    • Sporting goods retail experienced sharp pandemic-induced growth
      • Figure 4: Total US revenues and fan chart forecast of sporting goods stores, at current prices, 2016-26
  4. Teens & Tweens by the Numbers

    • A declining teen and tween population
      • Figure 5: US population of teens and tweens age 10-17, 2017-27
    • More multicultural teens and tweens will shift youth sport priorities
      • Figure 6: US population share of teens and tweens age 10-17, by age and race/Hispanic origin, 2021
  5. Factors Impacting Teen & Tween Sports

    • Sports betting boom could offer support for youth sports
    • NCAA rule change allows youth athletes to make a profit
    • Professional play starts now
    • Youth sports continues to evolve, but history repeats itself
  6. Perspectives on Play

    • Teens feel that they’re healthy but also feel being healthy is a top priority
      • Figure 7: Children’s health status since start of pandemic, 2021
    • After-school activities
      • Figure 8: Ideal after-school activities, 2022
  7. Competitive Strategies and Market Opportunities

    • NFL finds repeat success in partnerships aimed at reaching kids
    • Nickelodeon brings the slime to the wild card games
      • Figure 9: Nickelodeon’s NFL broadcast, 2022
    • Twitch streamers live stream along with NFL
    • Kids signing deals now challenges amateur sports
    • Safety is a concern among parents and it goes beyond on-the-field
  8. Teen & Tween Athletes and Sports Fans – Fast Facts

    • Equal exposure leads to greater female following
    • Tailored content can pique greater interest in sports
    • Rising costs create a bigger barrier for young athletes
    • Preparing for the future pulls teens from sports
    • Digital is the future of fan following
    • Fandom is part of teen and tween fans’ identity and evolves with age
  9. Teen & Tween Sports Fans

    • Equal exposure connects greater female following
      • Figure 10: Sports fandom, by sport, by gender, 2022
    • Lower incidence of fan following could be an issue for leagues in the future
      • Figure 11: Sports fandom, by sport, by age, 2022
    • Strong fandom among Hispanic tweens and teens needs to be nurtured
      • Figure 12: Sports fandom, by sport, by race and Hispanic origin, 2022
    • Higher household income translates to greater instance of fan following
      • Figure 13: Sports fandom, by sport, by household income, 2022
    • Pro leagues can aid and encourage participation to drive fandom
      • Figure 14: Reasons for sports fandom, 2022
    • General lack of interest is top reason not to follow sports
      • Figure 15: Reasons against sports fandom, 2022
  10. Teen & Tween Athletes

    • At least three quarters participate in youth sports
      • Figure 16: Sports participation, by sport, by organized and nonorganized sports, 2022
    • Boys are more organized, at least in youth sports
      • Figure 17: Organized sports participation, by sport, by gender, 2022
    • Rising costs create a barrier for lower-income youth athletes
      • Figure 18: Organized sports participation, by sport, by household income, 2022
    • Older teens’ preparation for the future can detract from athletics
      • Figure 19: Organized sports participation, by sport, by age, 2022
    • Black teens and tweens have lower participation rates
      • Figure 20: Organized sports participation, by sport, by race/Hispanic origin, 2022
    • Sports need to stay fun
      • Figure 21: Nike Korea’s “Playground for all,” 2022
      • Figure 22: Nonorganized sports participation, by sport, by gender, 2022
      • Figure 23: Nonorganized sports participation, by sport, by race/Hispanic origin, 2022
    • Reasons for playing sports
    • Winning isn’t everything when kids are having fun
    • Organized youth sports develop competition for the next level
      • Figure 24: Reasons for playing sports, by age, 2022
  11. Following the Action

    • Digital is the following of the future
      • Figure 25: Methods for following sports, by teens & tweens vs adults, 2022
    • Creator content can attract
      • Figure 26: Methods for following sports, by gender, 2022
    • Social media is critical, use it to engage fans during the competition
      • Figure 27: Social media to follow sports/sports influencers, by gender, age and race/Hispanic origin, 2022
    • The next generation wants shareable content
      • Figure 28: Methods for following sports, by age, 2022
  12. The Essence of Youth Fandom

    • Fandom gives identity, but evolves with age
      • Figure 29: Importance of sports, by gender, age and race/Hispanic origin, 2022
    • Teens and tweens are content hungry
      • Figure 30: Sponsorship awareness and extra content, by gender, age and race/Hispanic origin, 2022
    • Teens want to show support for their team anytime
      • Figure 31: Wearing sports merchandise, by gender, age and race/Hispanic origin, 2022
    • Teens and tweens are loyal to the athletes who show their personality
      • Figure 32: Team loyalty transfer based on favorite player, by gender, age and race/Hispanic origin, 2022
    • Teens want newness but the price is high
      • Figure 33: Sports equipment and brands/logos on equipment, by gender, age and race/Hispanic origin, 2022
    • Sports video gaming creates strong fandom
      • Figure 34: Play sports video or fantasy sports, by gender, age and race/Hispanic origin, 2022
  13. The Benefits of Youth Sports Participation

    • No need to convince youth athletes on the physical, mental health benefits
      • Figure 35: Health benefits of playing sports, by gender, age and race/Hispanic origin, 2022
    • Beyond physical activity, other benefits help teens prepare for the future
      • Figure 36: Social and educational benefits of playing sports, by gender, age and race/Hispanic origin, 2022
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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