Winning Over Gen Z: The Evolving Strategies of Sports Leagues and Media in Response to Changing Youth Habits

Abstract

This thesis examines how sports leagues and media companies are evolving to better connect with Generation Z, a generation whose changing expectations and habits – on-demand and socially driven – are reshaping the landscape of sports consumption. With fewer Gen Z fans watching full games on traditional mediums, the industry is being pushed to rethink its approach, adapting not just how content is delivered, but also what kind of content is created. Through a combination of expert interviews and industry data, this paper looks at the rise of short-form content, the importance of digital-first platforms, and the growing influence of storytelling through influencers or behind the scenes. It also explores how new competition formats are exploiting what it now means to be a fan. The goal is to understand how the sports ecosystem is adjusting to remain relevant to its youngest audience.