Younger fans in the United States are pushing for more immersive sports viewing avenues, according to a recent survey, and legal sports betting is one of the key factors leading to generational shifts.
Deloitte’s inaugural survey, “2023 Sports fan insights: The beginning of the immersive sports era,” found that fans are integrating sports betting into their behaviors. Of the survey’s nearly 3,000 participants, approximately 50% of Gen Z and Millenials over the age of 21 are connecting with sports through real-time wagering on mobile devices during games.
“Gen Z, in particular, seeks immersive, social experiences both at home and at live events, with a noticeable trend towards multiple devices and platforms,” Deloitte U.S. telecom, media, and entertainment sector leader Jana Arbanas said. “Simultaneously, the integration of sports betting and digital assets like NFTs challenges us to redefine fan engagement. The future of sports will increasingly rely on weaving a seamless tapestry of live, digital, and interactive experiences that resonate across all generations."
Bettors seek better experience
The survey also further explored the integration of sports betting into the fan experience and found that 80% of bettors, compared to 38% of non-bettors, believe sports wagering increases the entertainment value of sports.
Bettors also tend to be more active than non-bettors, and they’re more likely to spend money on tickets, merchandise, fantasy sports, and streaming services.
According to the survey, 22% of participants reported betting on professional sports in the last 12 months, increasing to 30% for Gen Z and Millenials.
Other findings showed that 61% of sports bettors attended games in person in the last year, compared to 44% of non-bettors.
These two groups also shared differing views on whether gambling will affect sports in the future as 59% are worried about the long-term impacts of sports betting on professional sports compared to 42% of bettors.
Immersive activities
Sports betting is likely to continue to grow among younger audiences based on how they’re consuming sports. While 71% of all sports fans surveyed prefer attending games in person to watching them at home, that number fell to 58% for Gen Z and Millenials.
While watching at home, 77% of fans have participated in at least one sports-related activity, like sports betting, playing fantasy sports, or looking up stats, during live events.
"Whether a fan is watching at home, in person, or on the go, the actual sporting event is going to be mediated, personalized, and shared through a variety of digital channels for a customized experience that meets the needs of each individual fan," Deloitte global and U.S. sports practice leader Pete Giorgio said. "That's immersive sports. Two or three different fans could be watching the same sporting event, but they will have their own personalized sports reality. One might be more interested in stats and analytics. Another might prefer to bet on sports, so they can do it from their laptop or mobile device while they watch the game on another screen. A third person might be co-watching the game with friends from all over the world and playing a prediction game with them."
