Survey Results

Today's fans want the whole story—rewriting the playbook for sports content.

While informative and competitive content remains universally valued, younger audiences are disrupting norms:

• 68% of Gen Z prioritize funny posts and also enjoy trendy content—a stark contrast to older generations who dismiss these as insignificant.
• Creative storytelling (favored by nearly half of Gen Z vs. <19% of Boomers) is now non-negotiable for under-30 audiences.

How your brand can take action:
Younger, more diverse audiences view sports content on social as hybrid entertainment. Create multi-dimensional strategies that blend competitive highlights with creative storytelling and humor to maximize cross-generational engagement.

Fans don’t root for jerseys; they champion characters.

Audiences no longer silo on-field performance from off-field identity:

• 79% of women equally value game highlights and personal stories, seeing athletes as 360 degree icons (e.g., A’ja Wilson)
• Behind-the-scenes content ranks #3 overall—fans crave unfiltered access to training, pre-game rituals, and locker-room culture.

How your brand can take action:
This shift reflects a broad cultural appetite for human connection and relatability. Create content that humanizes athletes balancing on-field performance with off-field, behind-the-scenes content satisfying fans' desire for authenticity.

Cultural movements are the new arena—shifting fan perception of social topics.

Fandom now intersects with social progress:

• Body positivity (66% engagement) and mental health advocacy (65%) are just as important as traditional metrics like win-loss records (69%) to younger generations.
• Women care about these issues far more than male fans. Inclusivity is also of importance to them (61%).

How your brand can take action:
Women’s sports fandom is deeply intertwined with cultural movements, resonating strongly with emerging priority audiences and creating opportunities for brands to align with their key values.
Highlight stories that challenge norms and celebrate inclusivity to build deeper connections with audiences.

For fans, attendance is a sign of devotion - and there’s a shift happening in where they’re showing up.

Millennials and Gen Z women want to view and celebrate in women’s sports bars (37%) over older generations.

All generations and all gender identities plan on attending a game more than they do at-home watch parties (up to 20 percentage points higher in some cases).

How your brand can take action:
Younger, diverse fans are gravitating toward communal spaces and experiences. Invest in creating or supporting physical spaces dedicated to women’s sports fandom. Experiential events like pop-up venues can also bring fans together in meaningful ways.