Gen Z: Key players in the game
Gen Z, born between the mid-1990s and early 2000s, has grown up in a world shaped by technology and social media. As digital natives, Gen Zers’ preferences and behaviors significantly impact how they engage with sports content and events such as the FIFA Women’s World Cup.
Research shows that Gen Z represents a significant portion of the audience, with preferences differing from traditional fans. YouTube (43% for Gen Zers, compared to 30% for all ages) and Instagram (31%, versus 13%) are now more popular means for 16- to 24-year-olds to engage with sports than TV (30%). Besides that, the growing influence of short-format video has significantly impacted how this generation interacts with sports content, with snappy highlights, behind-the-scenes moments and player interviews shared on platforms such as Instagram, YouTube and TikTok.
Social media plays a key role in engaging Gen Z with women’s football. Not only does it offer game-based content and statistics, but also compelling storytelling, including original player and fan content and inspirational stories from grassroots to professional football. Social media platforms are their virtual stadium, where they can cheer for their teams, debate match outcomes and interact with players and fellow fans.
Streaming channels are also significant in this context. CazeTV, a Brazilian streaming channel, has achieved a world record in viewership for women’s football on YouTube with an impressive milestone of 1 million simultaneously connected devices during the debut of Brazil in the 2023 Women’s World Cup. This significant number of viewers highlights the growing interest and engagement with women’s football and promotes a deeper connection with players and the sport.
Creating communities and fostering authenticity
Gen Zer’s sense of community and belonging drives their intention to watch games in social settings. In fact, 74% of young people aged 18-34 expressed their interest in watching the game outside of their homes. In comparison, of 57% of those age 35 and older share the same intention. Additionally, research shows that women are more likely to watch the matches with friends and family than on their own. Creating shared experiences becomes a powerful way to connect with this generation.
from Digital Marketing Education https://ift.tt/4iaNLOH
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