Are millennials moving the goalposts for premium sports?

Broadcast sport has long been considered immune to many of the pressures facing linear TV, with booming rights values a consequence of broadcaster and operator focus on this resilience. Yet Ampere has interviewed nearly 32,000 consumers across the US and Europe in the past year, finding that sports fans and viewers are underindexing amongst young millennials, meaning sports broadcasters could be facing a demographic challenge.

Young millennial identification with strong sentiment questions is lower for sport than it is for other forms of content. Just 14% of consumers professing to 'love sport' are in the 18-24 age bracket, compared to 22% of those indicating that they 'love TV shows.' Genre preference and channel preference analysis reveals similar biases amongst consumers - explored in Ampere's latest report 'Are millennials moving the goalposts for premium sports?'.