Millennial social sports consumers (aged between 21-34) are interacting more with brands compared to others in their generation. Global sports viewership is evolving. Around one in five internet users say a main motivation for visiting social is to follow or watch sports events, and many sports leagues are moving with this trend by turning to social as a key distribution channel to stretch over borders.
As per data from Global Web Index, social sports consumers in the millennial cohort are highly engaged with all brand-related actions we track.
While just over a third of these digital consumers are following brands on social each month, and a similar figure are visiting brands’ social pages, many are showing deeper engagement. They are 63 percent more likely than the average millennial to be clicking on sponsored posts, and 61 percent more likely to be asking brands questions.
With these sporting consumers in mind, an active social presence goes a long way throughout live broadcasts, and the opportunity for these interactions will be even greater during tournaments like the World Cup, when social media will receive a lot of attention from viewers and marketers alike.