YOUNG PEOPLE AND SPORTS
According to a study conducted by Webedia Brand Xperiences and Episto, 46% of 18-24 year-olds report watching short-form sports content and 50% follow live competitions, compared to 24% and 22% respectively among 18-64 year-olds.
Regarding the channels on which they would like to see more sports content, 18-24 year-olds tie television and social media (42%), ahead of streaming platforms (31%). More than one young person in two (51%) has also followed a competition organized by content creators over the past year.
This interest extends into the real world: 37% of 18-24 year-olds want to attend more sporting events. This also represents an opportunity for brands: 36% consider those that prioritize innovative formats (original productions, documentaries, or influencer collaborations) over traditional sponsorship to be more modern.
