The second screen trend stands out as a key development to monitor in sports as we approach 2025. A staggering 83% of Gen Z viewers use multiple screens at the same time when they watch sports, which changes how people take in content. This multi-device behavior isn’t just something that happens now and then—over 80% of Gen Z sports fans use a second screen during games, which means real-time interaction plays a crucial role in keeping their attention.
The digitally savvy generation is influencing sports trends through their viewing habits. In fact, 61% of Gen Z fans enjoy watching sports with others, while 48% of Boomers do the same, showing a clear move toward group viewing experiences. Furthermore, sports media patterns reveal that 85% of Gen Z use quick, short videos to find longer content they plan to watch later, showing they prefer small bites of content before diving into full games or events.
We can’t ignore how these athletic trends affect the economy. The global live streaming market went up from $1.24 billion in 2022 to $1.49 billion in 2023, growing at 20.6% each year. Gen Z, in particular, tops the list of subscribers in America, with each person using about seven services and spending close to $1,000. As sports adapt to these emerging trends in 2025, it’s crucial to comprehend how Gen Z utilizes second screens to effectively engage with this significant demographic.
How Gen Z’s second screen habits are changing sports viewing
Gen Z consumes sports media in a distinct manner compared to older generations. Instead of just sitting back and watching games like people used to, young fans today are glued to their phones while the game’s on TV.
Watching on multiple screens is the new normal
Using more than one device while watching sports is just what young viewers do now. Almost 9 out of 10 Gen Z sports fans check social media on their phones with the game playing on TV, splitting their attention all over the place. Furthermore, about 7 out of 10 young sports fans say they use their phones to check stats or look up info about players during live games. Their behavior isn’t something they do once in a while—it’s how this whole generation watches sports all the time.
The reasons Gen Z likes to watch and do stuff at the same time
Gen Z audiences don’t connect with passive consumption. They want to take part. Research shows 67% of Gen Z sports viewers have more fun watching games when they can interact with content or other fans. As a result, this generation has less interest in traditional broadcasts that don’t let them interact. They want to join in, not just watch – a huge change in how people prefer to consume content. This shift stands out as one of the most important sports trends recently.
Second screen to engage in real time
Second screen use has changed from just being a distraction to becoming a key part of the experience. More than 65% of Gen Z fans use sports apps while watching games. These apps give them different camera views, player stats, and live graphics they can’t get from the main broadcast. Furthermore, these viewers take part in live polls, prediction contests, and talks with other fans, which makes watching more fun. Gen Z responds positively to the inclusion of social features. About 78% say they feel closer to sports when they can share their thoughts right away with friends or other fans.
This move toward interactive viewing signals a lasting shift in sports media patterns, not just a temporary trend. As 2025 approaches, sports brands that don’t adapt to multi-device interactive viewing risk losing touch with their youngest audience.
The tech behind second screen experiences
Image Source: Arena
Every smooth second screen experience relies on advanced tech that enables real-time interaction. As we near 2025, three key tech trends are shaping the future of sports viewing.
Fast streaming and live data matching
Streaming tech with super-fast response times has become crucial to sync up second screen experiences with live sports. Regular streaming adds 18-30 seconds of lag, which ruins the real-time feel of second screens. But new methods now cut down the delay to less than half a second, allowing for in-sync viewing. This breakthrough in tech means that when fans check out different camera angles or stats on their phones, everything lines up with what’s on TV.
Real-time data sync platforms make watching sports even better by linking all parts of the viewing experience. These systems handle huge amounts of digital data right away, making sure it stays accurate across all devices. Fans want delays under 100 ms to feel like they’re watching the action as it happens.
AI makes sports content personal
AI has changed how fans get their sports content. It looks at data from what people watch, what they like, and what they do on social media to create custom experiences. These systems use smart computer programs to give each person their own video highlights, stats breakdowns, and news feeds based on what they’re into.
AWS and similar platforms now influence AI-powered content automation systems that make digital content distribution easier. These systems create video uploads, transcripts, and summaries to boost fan engagement. This personalization greatly enhances how viewers interact with sports content.
Cloud and 5G enabling seamless multi-screen delivery
Cloud technology and 5G networks together build the infrastructure needed to deliver multi-screen experiences. Cloud platforms offer the computing power to handle demanding VR content and data-heavy applications. At the same time, 5G technology cuts down latency a lot compared to older networks, making real-time delivery possible.
In stadium settings, 5G enables multiple HD video streams to play at once on a single device. Some providers now give fans seven HD video streams on their smartphones. The feature lets viewers pick their camera angles and watch instant replays. This connection changes how people enjoy live events. It brings fans closer to the action and adds fun features like polls, contests, and real-time chats.
From watchers to players: Gen Z wants control
Control defines how Gen Z likes to watch sports. As people shift from just watching to taking part, sports groups are rushing to add features that put fans in charge.
Many views and pick-your-own camera angles
Gen Z sports fans are asking for more options in how they watch games. About 65% of young viewers like platforms that show different camera angles better than regular TV broadcasts. Big streaming services now let people watch from up to eight different angles during important games.
The novelty isn’t just about having something new—these options give viewers more control. In fact, sports companies say people who use different camera views are 42% more involved. Fans can now pick between seeing specific players, wide shots of the whole field, or the normal TV view. This changes the experience of watching from passively sitting back to actively directing what you see.
Stats you can play with, votes, and live talking
Numbers and live interaction play a key role in how Gen Z watches sports. Approximately 78% of young sports fans frequently participate in polls, quizzes, or games to predict outcomes while they are watching sports events. These add-ons make watching more fun and help gather useful data about viewers.
Live chats turn solo watching into group events. Even when apart, 71% of Gen Z sports watchers often join live chats during games. These tools build online groups around sports events, meeting Gen Z’s need to feel in charge and connected.
Buying stuff in apps and betting as you watch
The potential to make money from interactive viewing is huge as sports and shopping blend more and more. In fact, 59% of young sports fans (Gen Z) have bought things in apps while watching games. These purchases include digital team gear and special content access, giving rights owners new ways to earn cash.
Another significant trend to watch in 2025 is live betting. While laws differ in different places, platforms that let people make small bets see users stay 3.8 times longer on average. Giving viewers a chance to bet small amounts on specific game events (like who scores next or when a player swap happens) keeps them hooked even during games that aren’t close.
As sports trends keep changing, watching and playing are becoming more alike. Gen Z wants to do more than just watch. They want to guide content, build communities, and be part of the business side.
How this affects business: making money and keeping fans loyal
Image Source: Forbes
Using multiple screens has opened up new ways to make money, which is changing how sports make cash. As Gen Z viewers look at many devices at once, sports groups are coming up with new plans to profit from this and build strong bonds with fans.
Ads that are tailored and interactive
Interactive advertising has revolutionized sports revenue. Brand messages blend with stats, replays, and other tools to engage viewers through interactive overlays without interrupting their experience. These ads yield much higher returns, with CPMs three to four times higher than regular digital ads. Broadcasters with 100,000 viewers at once could make $45,000 per game by monetizing just 10 key moments at a $45 CPM. This total adds up to over $3.3 million across a 75-game season.
The impact influences more than just immediate revenue. LaLiga and its broadcast partners saw a 25% jump in how long people watched through interactive features. Furthermore, real-time data allows for pinpoint accuracy in targeting, letting ads be customized to each viewer based on what they like and how they act.
Influencer-led brand partnerships
Sports leagues now see influencers as key ways to reach younger audiences. The NFL has brought on over 1,200 influencers across social platforms to push league content, showing they know that old-school ads don’t work as well with Gen Z viewers.
These partnerships bring impressive results. Brands that team up with athlete influencers see engagement rates more than double those who work with regular influencers. On top of that, top brands report getting seven times more return on investment when they involve athletes in their marketing efforts.
Always-on engagement beyond game day
Fan engagement throughout the year has become crucial, as 95% of fans interact with their favorite team or league when games aren’t in season. Sports organizations are responding by shifting from standalone content to experiences that involve participation, game-like elements, and rewards.
Many leagues now put significant effort into helping athletes become content creators. Furthermore, blockchain technology has an impact on fan tokens, which have a market value of about $345 million. These tokens offer real rewards that make fans feel like they own a piece of the team and belong to something bigger.
These trends for 2025 indicate a significant shift: successful sports organizations will approach their relationships with fans as continuous conversations rather than isolated transactions.
Conclusion
The Future of Sports Viewing Belongs to the Multi-Screen Generation
The way Gen Z uses second screens marks the most significant change in how people watch sports since TV came around. They like to interact and personalize their experience rather than just sit back and watch. This evolution has changed how sports content needs to be delivered. The data reveals that over 80% of young fans utilize multiple screens simultaneously during games. Such usage isn’t just a trend anymore; it’s become the norm.
The effects go way beyond just changing how people watch. Sports groups that adapt will thrive, while those stuck on old TV models may become obsolete. Furthermore, there’s good money in embracing second screen experiences—from interactive ads that make three to four times more than regular ads to blockchain fan tokens opening up new income streams worth hundreds of millions.
Tech keeps moving forward super fast, making second-screen experiences even fancier. Streaming with little delay now syncs experiences across devices, while AI gives personalized content based on what each person likes. Simultaneously, 5G and cloud technology serve as the backbone for delivering content across multiple devices.
The most significant change is how Gen Z wants to be in charge, turning them from watchers into doers. They want to pick camera views, see stats they can play with, join live chats, and bet as the game happens. Furthermore, they want to stay connected all year, not just on game days.
Sports are currently undergoing a significant transformation. Teams that make successful plans for second screens will grab young people’s attention, keep them as fans, and get them to spend money. But those who don’t change might lose a whole group of fans. The tech stuff might seem hard, but the payoffs—more fans who care and more money coming in—make this change a must, not just a nice-to-have.
The second screen trend is causing a revolution in sports viewing. It’s making sports more accessible to everyone. Fans now want experiences that match their likes, come on their schedule, and get better through community ties. Sports groups planning for 2025 and later need to understand and use these sports trends. Such knowledge won’t just help them – it’s key to staying alive in a world where everyone’s fighting for attention.
FAQs
Q1. How are Gen Z’s viewing habits changing sports consumption?
Gen Z viewers are increasingly using multiple screens while watching sports. Over 80% do something on a second screen during games. This move to interactive personal experiences is changing how sports content gets made and watched.
Q2. What technologies are impacting second-screen experiences in sports?
Key technologies influence low-latency streaming for real-time synchronization, AI-driven content for personalization, and the seamless delivery of content across multiple screens through a combination of cloud computing and 5G networks.
Q3. How are sports organizations monetizing second-screen engagement?
Sports organizations make money through tailored interactive ads, team up with influencers to promote brands, and create chances to engage fans all year long through games and fan tokens.
Q4. What features do Gen Z sports fans expect in their viewing experience?
Gen Z viewers want to control how they watch, including options to customize camera angles, interact with stats, chat live, and bet in real time. They also like platforms that show multiple angles and let them interact.
Q5. How is the second-screen trend having an impact on sports business models?
The move toward second-screen engagement is creating new ways for sports organizations to make money. Interactive ads bring in more cash, teaming up with influencers leads to better engagement, and fan tokens powered by blockchain are opening up fresh chances to turn a profit.
