GSIQ: USA Next Generation of Sports Fans white paper

In the U.S., family influence outweighs all other pathways into sport, and traditional TV has been overtaken by YouTube, Instagram and TikTok. This white paper reveals what 15-25-year-old Americans say will make them a fan of your sport.

We asked 5,000 young people across 11 markets one big question: what will it take to make you a sports fan?

Today we're sharing our findings with you from eight markets – in the form of easy-to-read white papers. Analysis from the Australia, Canada, China, Germany, India, MENA, the UK and the USA is now available. A bundle with all 8 white papers is also available to download.

50%

Half of young people plan to engage more over the next five years. The brands and rightsholders that see the data first will be the ones best placed to capture that growth. Get ahead of your competitors. Download the reports.

WHY READ?

The number one reason young people become fans isn’t what most rights-holders or sponsors spend their money on. It’s something else altogether.

• Some sports are much better at converting their participants to fans. We reveal which ones perform the best.
• 70% call themselves fans. Only 8% are superfans. The white paper shows you where that gap closes.
• From cost to community, learn what young people say will make them bigger fans of a sport.

ABOUT

The Next Generation of Sports Fans series covers eight markets: UK, US, Australia, Canada, China, Germany, India and MENA (Saudi Arabia and UAE combined). Each report draws on a core survey of approximately 500 respondents per market, with quota controls for age and gender. The full dataset spans 11 markets including Indonesia and Vietnam. 

CONTACT US

connect@gsiq.com