This chapter explores how Generation Z's viewing habits are transforming the landscape of professional sports, with a significant decline in live attendance and TV viewership. It emphasizes the rise of digital platforms like TikTok and YouTube, revealing Gen Z's preference for short-form content and highlights over traditional sports broadcasts.
A few surveys and reports from recent years reveal evidence of a drop-off in youth engagement with live sport, which is now seen as an ample and growing phenomenon that raises concerns among leagues, sports media rights owners, and media organizations. How is Generation Z's relationship with sports content changing? Have they truly lost interests in live sports? And what will it take for sport events to attract Gen Z eyeballs? / Unique convenience store cultures around the globe (16:50). On the show: Niu Honglin, Steve Hatherly & Tianyu.