This report is the first in a series of Trend Deep Dives that offer an in-depth analysis of one trend in our library of 63 trends.

The Trend: Sport-Curious

Lifestyle content is piquing the curiosity of young adults who may have thought sports “aren’t for me,” changing the rules of engagement. Deep knowledge and an obsession with winning aren’t prerequisites — there’s room on the bench for everyone.

Why it Matters:

Sports strategies, much like in business, have traditionally been built around squashing the competition. We’re seeing a shift from the winner-take-all, sports-obsessive mindset toward one that’s more collaborative and inclusive of the casually curious. As more brands attempt to crack the code on courting younger people, speaking their language and finding a “way in” to court them courtside will be key.

What’s Happening:

• Social is rewriting the playbook on sports engagement: Younger audiences have significantly different media consumption behaviors, especially when it comes to sports. For them, social and SVOD trump live TV.

• Live sports are moving from linear to streaming to capture the attention of younger audiences: Streaming services are snatching up the rights to various sports franchises to drive subscriptions and lure the attention of younger viewers.

• Sports betting is becoming more widely legalized, and apps make it more accessible than ever: Having ‘skin in the game’ is a powerful draw for sports fans. As sports betting becomes more integrated in certain markets, it keeps both new and longtime fans glued to the action.