It seems that all sports properties are hyper focused on finding a way to reach Generations Z ( 10 to 22 year olds or people born between 1997 and 2009). Recently Samford University sports marketing students completed projects related to Gen Z for both Nike and MiLB.

Today a study was released by the WHU-Otto Beisheim School of Management in Germany that sheds light on some of the commonalities of Gen Z around the globe. While the Samford studies focused on American Gen Zers consumption of American football and baseball, this new study looks at German soccer.

Summary from German soccer study:

Almost 1 out of every 3 Gen Zers regularly use a second screen during a match.

“According to the study, 10- to 22-year-olds are less likely than older generations to watch an entire football match – Bundesliga conference broadcasts are preferred over individual broadcasts. This is associated with a desire for personalized content – highlight summaries should be tailored to individual interests, for example with a focus on players of a certain nationality or goalkeeper saves. There is also a wish for content to complement the core product, such as in-match clips – i.e. clips of relevant scenes shown during a match – or prepared match data.”

Gen Zers prefer to view highlight summaries on YouTube and Instagram.

Source: WHU-Otto Beisheim School of Management in Germany