America's youth doesn't have much of an appetite for live sports broadcasts — an alarming reality for an industry built on broadcasters' willingness to pay for media rights.
By the numbers:two Morning Consult surveyswhen they still preferred linear over streaming .The big picture:
Leagues like the NFL and MLB have signed streaming-centric deals in recent years to meet young fans where they are.Simply getting in front of cord-cutting Gen Zers isn't going to turn them into fans — not if they aren't genuinely interested. 26% of Gen Zers said "no ability to watch" was a reason they hadn't tuned into a sporting event on TV in a few years, so the streaming push will help reach that cohort.
But a whopping 73% of Gen Zers said a reason they hadn't watched was that "I'm not interested in sports." It's imperative that leagues figure out how to get that number down.
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