A recent PwC survey highlights a pivotal shift in how younger fans, ages 18 to 34, engage with sports.
With shrinking attention spans and rising demand for unique experiences, this demographic consumes sports differently than older generations:
• Only 19% of younger fans say they watch an entire game at home with no distractions. Most multitask by also scrolling social media (68%), browsing the web (47%), or even playing video games (24%) while watching sports.
• Still, younger fans are 1.4 times more likely to attend a live sporting event at least once a month than older fans and they spend an average of $70 more on tickets.
• They value shorter, more dynamic games and are eager for immersive, interactive experiences, whether attending live events or interacting via social media and mobile betting platforms.
Published October 2025
