Young audiences divide their attention across more platforms and content formats than any previous generation. Yet their sports interest appears to be growing even as their consumption becomes more fragmented. Younger fans are watching more sports and extending their engagement across social video, creator content, live statistics and conversations about the game. 

New research from Hub Entertainment Research, Evolution of Sports: What’s the Score?, shows how this generation is reshaping sports consumption. The results show why live rights alone no longer define the sports media opportunity.  Rights ownership and fan attention are increasingly separate: Whether or not they own the rights, publishers can capture meaningful sports engagement before, during and after live events without owning the broadcast itself. 

Interest, not free time, drives growth 

Fans 13 to 17 years old are about seven times more likely to report watching more sports on TV than a year ago. That ratio is more than twice as high as the one among sports fans overall. Among teens who report watching more sports, more than two in five, say their increased viewing reflects a stronger connection to a particular team or athlete, or to sports more broadly. By comparison, fans ages 55 to 74 more often attribute increased viewing to having more free time. 

Younger audiences are developing stronger connections to teams, athletes, and competitions. There are many opportunities to deepen these connections with athlete profiles, explainers, and behind-the-scenes reporting. Newsletters, alerts and team-specific products can also help sustain engagement beyond major events  

Fandom flows across platforms 

The study shows how widely younger fans distribute their attention. Among fans ages 13 to 34, 45% receive most or all of their non-live sports content from social media. That is more than four times the rate among fans ages 55 and older. 

Social platforms are changing who can operate as a sports broadcaster. Individual creators can build audiences first, then develop their channels into media businesses that acquire rights and carry live events. 

Brazil’s CazéTV demonstrates how this evolution can unfold. During the 2026 FIFA World Cup, the creator-led digital sports company carried all 104 matches free on YouTube. Brazil’s dominant traditional broadcaster, Globo, also held rights to Brazil’s matches, the final and other selected games. 

CazéTV’s growth shows that digital sports opportunities do not always depend on exclusive rights. Its partnership with LiveMode and FIFA combined access to a major event with an established digital audience, highlighting the value of partnerships that align content, platform and audience.  

The second screen extends the game 

Second-screen activity occurs when fans use a phone, tablet, or computer while watching a live game on another screen. With scripted entertainment, this behavior can signal divided attention. For younger sports fans, however, the second screen often becomes part of the viewing experience as they check statistics, post reactions, and join conversations about the game.  

Among 13- to 34-year-olds who use social media during live games, 62% say that activity relates to the game. The figure falls to 33% among fans ages 55 to 74. Among fans who post on social media during a game, 65% of younger fans post about that event, compared with 29% of older fans. 

Live statistics produce more consistent behavior across generations. Among fans who follow statistics while watching, 89% of those ages 13 to 34 and 85% of those ages 55 to 74 say the statistics relate to the sport on screen. 

These behaviors give publishers opportunities to complement a broadcast without owning its live rights. Real-time statistics, live blogs, expert commentary, and interactive features can capture attention as the action unfolds. They can also support sponsorships tied to highly engaged moments. 

Publishers should treat these formats as parts of one connected experience. A fan might watch a game on television, follow statistics on a publisher’s site and discuss the action on social media. Coverage that connects those activities can keep the publisher present throughout the experience. 

Sports engagement continues after the game 

Hub’s findings point to a broader definition of sports fandom. The live event remains central, but younger fans carry their interest across platforms and throughout the week. Social content can introduce a story, live tools can support the viewing experience, and reporting, podcasts and newsletters can sustain engagement between games. 

Publishers that connect these moments can offer advertisers more than exposure during a single event. They can provide access to engaged communities across multiple formats and points of interaction. The business opportunity lies in turning distributed sports engagement into direct, lasting audience relationships.