By Keith Ferguson, April 18, 2024
30 Million Strong
Imagine 30 million young athletes, each with a cheering squad of family and friends. That’s the massive audience potential of youth sports in the US, and streaming networks are taking notice. Beyond sheer numbers, this group offers diverse demographics, significant buying power, and emotional connections that make them a goldmine waiting to be tapped.
A Diverse Playing Field:
The “State of Play” report by the Aspen Institute paints a fascinating picture. We’re not just talking about high school football stars. Millions of kids between 5 and 18 years old are involved in various sports, from soccer and basketball to gymnastics and swimming. While income and location play a role, the passion for sports transcends demographics, creating a unique and diverse viewership pool. That’s part of the initiative the PGA Tour has embarked on as they try to pull-in more of these families.
More Than Just Jersey Sales:
Think families aren’t spending? Think again. With an average spend of $500-$1,000 per child annually on equipment, travel, and fees, youth sports represent a significant direct economic impact. But it doesn’t stop there. Sports often become a lifestyle, influencing decisions on food, travel, and entertainment, boosting indirect spending even further. And let’s not forget the future potential: these young athletes are tomorrow’s loyal consumers, ready to be won over today.
Beyond the Scoreboard:
It’s not just about the final score. Youth sports are crammed with heartwarming stories of perseverance, teamwork, and overcoming challenges. Streaming platforms capture these emotional narratives, creating content that resonates with viewers and fosters deeper connections crossing cultural and financial divides. Imagine the viral potential of a young underdog’s game-winning shot, or the heartwarming story of a team overcoming adversity.
The 2023 sports fan insights: The beginning of the immersive sports era by the Deloitte Center for Technology, Media & telecommunications, says “Sixty-eight percent of sports fans surveyed said they currently participate in sport or have in the past. When asked to pick a single reason for the genesis of their fanhood…..fans attribute it to their participation in youth sports – the top overall reason.”
Loyalty:
For families of young athletes, access to their child’s games and the ability to share those moments with loved ones is a powerful motivator. I’d say it’s the most powerful motivator! In this digital age, networks play a crucial role in broadcasting these events, but securing viewer loyalty in this market requires a nuanced while also illuminating essential strategies for cultivating robust relationships with this audience.
Winning Strategies:
The benefits are clear, these families are a very attractive audience for advertisers, but navigating the world of youth sports requires careful planning. Production costs need to be balanced with content quality, and ethical considerations like parental consent and athlete privacy must be prioritized. For those who get it right, the rewards are plentiful. Targeted advertising, sponsorships, and even subscription models focused on specific sports can generate revenue, while building viewer loyalty for the future. In addition, with sports rights fees for university and professional sports spiraling, partnering with youth sports are an excellent way to increase the audience for existing sports investments. For Streamers, it can reduce their churn and create loyal customers for years.
The Game Is On:
From captivating content to a massive and engaged audience, youth sports offer a unique opportunity for streaming networks to differentiate themselves and tap into a lucrative market. By understanding the demographics, buying power, and emotional connections involved, platforms can develop winning strategies that not only entertain viewers but also score big in the business game. So, are you ready to join the team? This can be achieved for pennies on the dollar in youth sports today, but maybe not tomorrow.