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.

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.