Football Fans and Enthusiasts

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Part
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Football Fans and Enthusiasts- 18-30Year Old's Psychographics

Young adult football fans exhibit an intense love for the sport in both the U.S. and the U.K. The game is experienced differently in the U.K. versus the U.S., and this contributes to the differences in fan behavior, values, interests, hobbies, and spending habits.

Values and Attitudes

Hobbies and Interests

Spending Habits

Research Strategy

In order to complete this psychographic profile, we consulted a variety of reputable newspaper articles, journals, and blogs. We were also able to review several key surveys and studies which greatly informed our research. All of the data we obtained generalized groups as young adults or placed them in the category of 20-24-year-olds. As such, our research reflects information for a population from late-teens to late-twenties. We were careful to avoid any data attributed to football fans under the age of 18, as this will be addressed in a separate request.
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Part
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Football Fans and Enthusiasts- 14-20 Year Old's Psychographics

Football fans aged 14-20 are living in an age with many changing factors. These include technology, Brexit, and a continued support of previously marginalized groups, such as the LGBTQ community. At the same time, these fans are young people and enjoy spending their money on recreational activities important to them as well as supporting the causes that interest them. In general, young football consumers tend to use technology and social media more overall than older football fans; and in recent years, there appears to be a large overlap between gaming and football, especially in the younger demographic of players, influencers, and enthusiasts.

Key Factors of Footbol Fans and Enthusiast 14-20 Year Old's Psychographics

  • Millennials and people belonging to Generation Z in England are more likely to rent homes, suffer from lower wages, and believe emigration enriches cultural life.
  • Young fans tend to be liberals and care deeply about social issues, such as LGBTQ issues, gender pay difference, and some of the hooliganism associated with older fans; some fans want football to be a way to address these issues.
  • Teens aged 13-20 in the UK spend around 60 percent of their money each week. They report spending the most on clothes, socializing, and gaming.

Psychographic Profile of 14-20 Year Old Football Enthusiasts

  • Young football fans tend to spend their free time with technological content, such as video games or memes.
  • A GWI online survey found that Premier League fans tend to spend an average of 1.25 hours console gaming each day.
  • More and more young football fans also appear to prefer using GIFs or online videos and content to socially interact with each other, both during a football game and after.
  • Meme culture is definitely growing among teenage fans. While watching football, teens may find themselves interacting with an online community to show their support of the game or searching for GIFs showing highlights after a game.
  • Gaming, social media, and overall technology consumption are important to the younger demographic. From the age of ten, an Ofcom study reports that girls and boys spend increasing amounts of time on social media and gaming. By the age of fifteen, their average screen time is just under 3 hours a day.
  • Teenage girl football fans show activities such as reading and listening to music to be their main hobbies outside school.
  • Teens are also spending more money on clothes. Some futbol-inspired clothing is even entering the market as young fans spend more money on fashion.
  • Teenage football fans are increasingly showing concern for gender and LGBTQ issues. The number of football players and groups participating in campaigns such as Rainbow Laces is increasing and shows signs of further increasing in 2020.
  • Fan-made groups, such as Palace or Proud and Pride in Football are also growing in number and membership.
  • Younger fans are also challenging players to step outside the masculine footballer stereotype, and more fans are watching women's football world-wide.

Research Strategy

Research into statistics of users who frequent websites such as PremierLeague.com or live football streaming sites were viewed to see what other content enthusiasts were interacting with. Reports into fan statistics were also viewed, which enabled our research team to discover a decent amount of overlap in the football community and gaming. Social issues and beliefs were easy to discover in the fan statistic reports, but much of the discussion did not come with an age breakdown, so more broad research into issues important to Generation Z and Millennials was conducted. It appears as though some football players, such as Danny Rose, are beginning to question discussing social justice issues, but more research would need to be done concerning whether this is supported by 14-20 year old football enthusiasts.
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Part
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Football Fans and Enthusiasts- Demographic Profile

Around 55% of U.S. adults aged between 16 to 24 are soccer fans. Also, 24% of U.S. low-income earners claim to be interested in football.

Age

Gender

Income Level

Ethnicity

  • 5% of whites in U.S are avid football fans, while 26% are casual fans.
  • 15% of Hispanics are avid football fans, while 36% are casual soccer fans.
  • 6% of African American are avid football fans, while 31% are casual fans.
  • 11% of other ethnic groups agree to be avid football fans, while 39% are casual soccer fans.

MARITAL STATUS

  • Millennials make up nearly half (44%) of all football fans in the United States, according to Simmons Research. As there is no information in the public domain that specifically states the marital status of football fans in the United States, it is reasonable to assume that it is similar to the marital status of the millennial generation. As reported by Haven Life, just 32.9% of this age cohort is married.
  • Around 57% of them have never gotten married.

EDUCATION LEVEL

  • The same logic used for marital status can be applied to the education level of football fans in the United States. Hence, 36% of soccer fans in the country have attained their bachelor's degree.

RESEARCH STRATEGY

While the majority of the requested information was readily available in the public domain, we were unable to find data on the marital status and education level of football fans in the United States in the public domain. We searched through studies and survey results provided by prominent research groups such as Pew Research, as well as market research entities like Nielsen. However, none of the sources focused on demographics specific to the education level and marital status of the specified group.

We also explored reports and articles from reliable news and media sources discussing the subject of football in the United States. These included Fortune, Forbes, and the Los Angeles Times. Additionally, we consulted soccer and sports-related publications such as The Athletic, SportsPro Media, ESPN, among others. Again, the sources did not offer the information we were seeking and mostly focused on football's growth in popularity in the United States or addressed the demographics of the players themselves.

Next, we scoured through reports and articles offered by groups associated with football in the United States, including Major League Soccer (MLS), to see if they provided the demographic breakdown regarding the education level and marital status of football fans in the United States. Still, we were unable to find relevant information on this particular subject as none of the sources presented the requested data.

Nonetheless, during our research, we discovered that the millennial generation accounts for nearly half of all football fans in the United States. Using this fact, we assumed that the marital status and education level of millennials would at least offer some insight into those demographics for football fans in the country. Hence, we used the education level and marital status of millennials in the United States as a proxy for US football fans.
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Part
04

Football Fans and Enthusiasts - Digital Content Consumption 18-30 Year Olds

18-30 year-old football fans in the United States (U.S.) are tech-savvy and digitally engaged. They frequently stream video on their mobile devices, like to use chatbots, participate on Reddit forums, and are heavy users of YouTube, as well as other content-focused and influencer platforms, such as Instagram. They use these digital platforms for many reasons beyond sports, including watching Netflix, ordering food, participating in a humor or gaming community forum, or getting advice from a social media influencer. Four digital platforms used by 18-30 year-old (millennial) U.S. football fans are discussed below.

Streaming Video Via Mobile Device

  • Millennials use streaming video twice as much as non-millennials to view sports.
  • The U.S. millennial football fan is likely to be a "mobile-first" viewer, a higher-income millennial segment, who spends significant time on their phone, and are frequent video-streamers. This group has an average age of 33, and average income of $74,400.
  • The 'mobile first' viewer watches roughly 30% of their movies, and 25% of their TV, through a streaming service on their smartphone, and spends about 26 hours weekly streaming video.
  • The other key millennial football fan segment, U.S. Hispanic millennials, spends 66% more time watching videos on their mobile devices than the rest of the U.S. population.
  • Two-thirds of bi-lingual millennial Hispanics watch video in Spanish.

Chatbots

  • Sixty percent of millennials have used chatbots. Seventy percent of millennials say their experiences with chatbots has been positive.
  • Chatbots help engage millennials via messaging, which is a preferred method of communication for this group. Millennials engage frequently with messaging services, such as Facebook Messenger and WhatsApp.
  • Besides sport-focused activities, such as finding news and information and checking scores, millennials are likely to use chatbots to book an appointment, sign up for a class, order food, or check the weather.
  • Chatbots are considered a top digital marketing trend among Hispanic millennials, with their 24/7 availability and multilingual functionality.
  • The football world has also leveraged chatbots effectively, to provide news and information in a different way, engage current fans, and attract new fans. FC Barcelona launched a chat bot in 2019 on their Viber messaging platform, which drove 2.7 million more club followers and 50,000 more platform users.

Reddit

  • U.S. football fans are highly likely to want to share content and comment on content online.
  • Reddit provides a community for U.S. football fans to engage with other fans via their online platform, to share and consume content, and to engage in discussion. The Reddit soccer (football) subreddit includes 1.9 million followers.
  • U.S. millennial football fans are highly active in their community, and Reddit users overall have a millennial profile that aligns closely with the millennial U.S. soccer fan. Forty-two percent of 18-24-year-olds use Reddit and 64% of Reddit users are 18-29. Thirty-five percent of Reddit users would be considered higher-income (>$75,000).
  • The leading topics on Reddit involve humor (r/funny), gaming (r/gaming), music (r/music), movies (r/movies), and news (r/news).

YouTube and Social Media Influencer Platforms

  • Social media platforms are widely used by U.S. millennial football fans. Thirty-eight percent of adults get their soccer news and updates from YouTube (compared to 10% in the general population). Millennial soccer fans are more likely to get their soccer news from YouTube as well.
  • Millennials rank YouTube among their top 3 platforms for viewing video on TV screens. Millennials also use YouTube to learn how to do something or find out something they are interested in.
  • Top social media influencer platforms among millennials are Instagram and YouTube. Influencer marketing on these platforms is a top trend among millennial Hispanics, a key millennial U.S. football fan subgroup. 45% of millennials say a YouTube influencer inspired them to make a change in their life.
  • Hispanic millennials are likely to seek out social media influencers on content including technology, travel, beauty, and entertainment.
  • In the UK, 53% of millennials felt that travel advice provided on social media forums and content posted by influencers was more reliable than information provided by their parents.

Research Strategy

Data was not directly accessible to identify digital platforms or content consumed, unrelated to football or sports, for the United States millennial football fan or football enthusiast. We therefore leveraged multiple sources, including surveys, publications by Major League Soccer (MLS), marketing publications which discussed marketing and targeting toward soccer fans, and news articles and other expert publications, to determine common characteristics of the 18-30 year-old football fan or enthusiast. We then evaluated the non-sport digital platforms and content likely to be consumed by this group. The vast majority of the information uncovered was segmented by generation, and therefore, we used millennial as a proxy for the 18-30 year-old soccer fan in this research.

While the millennial football fan is more likely to be multicultural, primarily Hispanic or Latino, and higher-income, the profile of the millennial football fan is not altogether different from millennials overall, and therefore, we provided digital platform and content statistics among U.S. millennials in total, when relevant, in addition to statistics focused on higher-income or multi-cultural millennials. Additionally, the millennial football fan is likely to be highly interested in personalized engagement in their digital experiences, and likely to comment, share, and re post content or develop their own content, which was relevant to the selection of digital platforms and content for this research beyond football or sports topics.

We defined a digital platform as a technology-enabled platform that facilitates the exchange of information. Example digital platforms include social media, search engines and app stores. Digital content includes information that is downloaded or distributed via electronic media. Example digital content includes mobile videos, blogs, digital photos, tweets, text, and online forum or social media forum commentary.
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Part
05

Football Fans and Enthusiasts - Digital Content Conumption 14-20 Year Old's

Teens aged between 14 and 20 in the United States are often referred to as Gen Zers. According to PEW Research, Gen Z consists of those born after 1997, with the oldest of this generation turning 23 in 2020. The most popular interests of American Gen Zers, who either play football or are regular consumers of football content are: social media, video games, music, fashion, and video entertainment content.

Gen Z Broad Content Interests

  • According to Nielsen, of the members of Gen Z living in the U.S., 13% regularly play football and 34% are interested in football.
  • 14% of American soccer fans fall within the ages of 18-24.
  • They are also interested in content related to video games, influencers, fashion, and music and food festivals.
  • Their top entertainment interests globally are music (67.5%), video games (53%), social media (45%), and fashion (34.3%).
  • UK teens spend just as much time-consuming content on Facebook related to entertainment creators (45%) as they do consuming sports content.

Instagram and Other Social Media

  • Instagram is one of the most important social media outlets on which Gen Zers consume the content that interests them. 65% of American teens between the ages of 13 and 21, check Instagram on a daily basis.
  • After Instagram, YouTube and Snap are the most popular platforms for U.S. teens, at 62% and 51% respectively.
  • Gilted Edge Soccer identifies Reddit as being an important platform for "hardcore" American football fans, as a platform in which users engaged in discussions and followed news.
  • Market insight reports that surveyed Gen Z sports fans both globally (to include the US) and in the UK, have determined Instagram to be one of the most utilized platforms for the consumption of not only sports content, but all other content as well.
  • In the UK, 65% of teens check Instagram for sports content every day, presumably also using Instagram as a platform to engage with other digital content that interests them.

Video Games

  • Research suggests a strong connection between young U.S. football fans and the playing of video games, with 63% playing soccer video games every week.
  • 66% of Gen Z sports fan in the United States are interested in video games—a percentage that is higher than any of the other countries surveyed by Nielsen.
  • Amazon's Twitch gaming platform has become an important gaming platform for Gen Zers who are interested in sports, reaching 15 million daily users.

Video Entertainment Content

  • According to Forbes, Gen Z is most interested in and engaged by video entertainment content. They are most interested in purely visual platforms such as Instagram, Snapchat, and YouTube.
  • YouTube is especially important for young people, because it allows for the type of engagement that is important to Gen Zers, allowing for commenting and conversation, or having a digital relationship with the creators of video content.
  • PEW Research confirms that YouTube, Instagram and Snapchat are the platforms most used by American teenagers.
  • The type of content consumed by these users is to gain knowledge or skills, to laugh, or even to watch sports highlights.
  • Teens in the UK who consume a significant amount of sports content, also spend nearly 25% of their consumption time on video entertainment.

Music

  • For global teens, including those from the U.S. who are interested in football, one of their top entertainment interests is music, with 67.5% being interested in music.
  • Teen football fans in the UK spend 16% of their content consumption time on music-related content.
  • According to Ypulse, music and music videos are the most viewed content of Gen Zers.
  • 70% of teenagers between the ages of 13-17 are using YouTube to stream their music content.

Fashion

  • Young people in the UK who are avid football fans, are also extremely style and fashion conscious.
  • Global teens who are sports fan also list fashion as a top entertainment interest, with 34.3% being interested in fashion.

Research Strategy

Detailed information about the digital content interests of U.S.-based teenagers aged 14-20 years old who are football fans is not immediately available and requires triangulation. As mentioned above in the findings, publicly available research states that those who are considered members of Gen Z and are also football fans, have interests in music, video games, video content, and fashion and that they consume their sports content on platforms like Instagram, Twitter, YouTube, and Facebook. After having determined that these were the interests of teenage football fans in the United States, research was carried out to understand these interests more in-depth and included as insights above. It has thus been calculated that if American teenage football fans consume content related to video games, video entertainment content, fashion, and music, then information about these trends amongst teenagers in the U.S. more broadly also applies to U.S. teenagers who are football fans.


Part
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Part
06

Football Fans and Enthusiasts - Online Engagement 18-30 Year-Old's

Many millions of people worldwide are football fans. Many are young. To understand how the younger fans consume information about their sport online, it is helpful to cast a wide net to collect information. The two generations most involved are Gen X and Millennials. Generation X are people born between 1964 and 1982. They are currently aged to 38 to 56. Millennials are those born between 1983 and 2001. They are currently aged 19 to 37.

Demographics and US Futbol/Soccer Fans' Behavior

  • In 2019, 47 percent of American adults said they were interested in football.
  • In 2019, the greatest popularity of the sport of football was found among Americans aged 16 to 24 years old (55 percent). The next largest segment of popularity was among Americans aged 25 to 34 years old (50 percent).
  • American football fans tend to follow their favorite players on Facebook. Top soccer players had more Facebook followers than top celebrities.
  • The US soccer league, MLS, has more female fans than male fans. "Forty-three percent of MLS fans are women, and 59 percent of professional soccer fans are under the age of 45."
  • Young MLS fans look for football information online and use streaming services.
  • US fans of MLS are mostly Millennials, with Gen X fans as the next largest category. "Nearly half of soccer players are Millennials, compared with about a quarter of the GenXers."
  • Millennial US sports fans of the European Premier League (EPL) stream sports more often than other groups, and do so using "streaming web sites and apps (for example, NBCSports.com, Twitter, and WatchESPN) almost twice as much as Generation X (56 percent versus 29 percent). They are also more likely to admit to using unauthorized sports streaming sites, such as Reddit streams (20 percent versus 3 percent).
  • Reddit users constitute just a tiny number of football fans. Just 1% of Millennials and Gen X fans use Reddit to watch highlights. 2% of Millennial fans use Reddit to check scores and news updates. Gen X does not use Reddit for football scores and news updates.
  • Many subreddits for football fans can be found at Reddit. The demographics of users of the subreddits and not available.
  • "While millennials and Gen Xers use sports sites and apps equally, significantly more millennials follow sports on social media. For example, 60 percent of millennial sports fans check scores and sports news on social media versus only 40 percent for Generation X".
  • The social media platforms used by generational segments to follow soccer include Twitter, Snapchat, Instagram, YouTube, and Facebook. "Twice as many millennials use Twitter, and five times as many use Snapchat or Instagram for that purpose. Facebook is the leading social platform for both groups, but YouTube dominates sports highlights for millennials (edging out ESPN.com)."
  • There is a large group of football fans called American Outlaws. It has 200 chapters and over 30,000 members. No demographic information on this group was available, but it seems to be a significant force in the world of soccer.
  • Hundreds of soccer blogs exist. The top 100 blogs have from thousands to millions of readers and followers on social media platforms. No demographic data on readers was available.
  • Early morning football games carried by NBCSports are watched around the world and in the US. Each major team of the EPL has"supporters’ clubs who wake up in time to turn up at bars for 7:30 a.m. kickoffs, where they tuck into full English breakfasts, drink Guinness and join fans across the world in belting out the chants picked up by TV cameras inside the stadiums."
  • In the US, where American football and baseball have been the most popular sports for decades, football is gaining in popularity, somewhat due to social factors. "36% of fans aged 26-39 years old became soccer fans due to their friends, compared to 26% of those ages 13-17 years old."

UK Demographics and Futbol/Soccer Fan Behavior

  • A 2019 BBC survey found that "65 percent of British millennials stream EPL matches illegally at least once per month [using Reddit]" before the stream was canceled.
  • "More than 35% of UK football supporters on Twitter now follow their team, athletes or media more closely than before they joined a social media network, and feel more closely bonded to that team. This trend is even stronger amongst 16-29 year olds, with 40% of them using social media to follow their team or sport more closely than before" according to a recent study.
  • In the 16 to 29 year old segment, 63% were found to have liked a [sports] brand on Facebook.
  • "UK fans check Twitter more than any other social media network on the day their team is playing, looking at their timeline on average 8.4 times per day for sports related content, whilst more than 40% of fans with social media accounts use them to follow scores and statistics during the game." This makes Twitter the most popular social media platform among UK soccer fans.
  • UK football fans also follow journalists on traditional media (newspapers and broadcasts) to get information about their favorite teams.
  • Young soccer fans use YouTube, Instagram, and Facebook to follow their favorite teams, get scores, and watch goals.
  • UK fans also follow dozens of football blogs.
  • A large new fan group was formed from two other fan groups in 2019. It is called the Football Supporters Federation. The demographics of this group are not available.
  • The most popular football teams in the UK, such as the Liverpool team, have hundreds of supporters' clubs all over the world. "Liverpool Football Club has over 300 Official LFC Supporters Clubs (OLSCs) in over 90 countries worldwide." The demographics of these clubs could not be located.

Research Strategy

No information was available about how individual football fans interact with other fans of football. Industry articles about marketing strategies to football fans proved to be the most helpful avenues from which to derive information about fan behavior in the US and UK. Data on the social media usage of fans was available, and from those data we extracted some facts and statistics about football fans aged 18 to 30 in the US and UK. But in many cases, the data used different age cohorts, such as 16 to 24 or 25 to 39, so the comparisons will not be exact. There are many hundreds of soccer blogs, and it was not possible to determine which blogs were read by which demographic of fans. Online communities of fans were similarly opaque, with numbers of fans available, but not their ages. Official supporters' clubs are another research avenue that can be studied.
Part
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Part
07

Football Fans and Enthusiasts - Online Engagement 14-20 Year-Old's

After extensive research, we were unable to present insights specific to online engagements of 14-20 years old football fans in the US. However, we found some credible information about 16-24 years old US football fans, including their online content creation and sharing activities, and engagement with football stars and fellow fans.

Football Content Sharing

  • In Copa90 Media's survey of 2,110 football fans aged 16-24, 31% of respondents from the US have shared memes, video clips, and images related to football, compared to 43% of fans coming from the UK.
  • Meanwhile, 42% of US fans said they "share football content on their social media platforms several times a day," significantly higher, compared to 13% of respondents of the UK.

Football Content Creation

  • According to the survey in The Modern Football Fan 2.0 report, one in every four US fans has created memes, video clips, and images about football, compared to UK's one in every ten.

Football Player Fan Engagement

  • Approximately 29% of 16-24 male fans in the US follow sports stars on social media, slightly lower than the UK's 33%.
  • In general, football fans and enthusiasts aged 16-24 have an average engagement rate of 3.3% in football players' social media.

Football Fan-to-Fan Interaction

  • According to Copa90 Media's survey, 29% of US respondents interacted with other fans online through forums and private groups in media like WhatsApp, compared to 31% of UK fans.
  • In the same survey, US fans are more likely to engage with social media content during tournaments than UK fans.

Research Strategy

To provide insights into how 14-20-year old football fans/enthusiasts prefer to engage with people that have similar interests, our strategy was to search for user reports of online media related to football, such as football portals, blogs, and online communities. We looked for user/visitor statistics of football associations' websites like Major League Soccer (MLS), Fédération Internationale de Football Association (FIFA), and Union of European Football Associations (UEFA), hoping to find insights about football fans engagement. Unfortunately, there seem to be no available relevant information specific to our demographic. Inspecting the activity reports of FIFA and UEFA were unfruitful as well. So, we changed our focus towards online communities, such as Reddit. Metrics revealed that subscribers of the subreddit r/soccer was already over 1.8 million and had been steadily growing since its creation in 2008. However, demographic-specific data were not available. Luckily, in checking for football fans-related articles from blog sites, we were able to find a report with information very close to our requirement. Specifically, Copa90 had recently released a report "The Modern Football Fan 2.0," a continuation of its earlier released report "The Modern Football Fan." The only catch was the survey's respondent age was 16-24, a little older than our target age range of 14-20. However, since there seems to be a lack of public information about the specific demographic, we figured that the insights from Copa90 were the closest we can get regarding online engagement of US football fans 14-20years old, specifically.
Part
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Part
08

Football Fans and Enthusiasts - Online Consumption 18-30 Year-Old's

During the past decade, football's popularity in America has tripled. From Major League Soccer's (MLS) latest attendance record (2018), the league now ranks 8th in the world, trailing France's Ligue 1 and Italy's Serie A by a few thousand. AdWeek reported that millennials (i.e. those born between 1981-1996 according to Pew Research; 24-40 years old in 2020) in America are 16% more interested in the game of football than any other age group. The interest appeared to help the local football industry as five years later, about 60% of soccer fans are under the age of 45.

Findings

1. Millennial fans are multi-cultural and bi-lingual.
  • Gary Stevenson, the president and managing director of MLS Business Ventures, reveals that football has the highest millennial audience among all major US sports. According to Gilt Edge Soccer Marketing's latest study on US soccer fan viewing behavior in 2017, 55% of millennial football fans are white Caucasian, while the rest come from many cultures.
  • Significant in the multi-cultural audience is the Hispanic demographic. Millennial Hispanics, who are known to be passionate football fans across the Americas, use online content in English (60%) and Spanish (40%), effectively expanding US soccer's reach.
2. Millennial fans are heavy app users.
  • In 2018, there were 5.7 million devices that engaged with pro football related content. A majority of these devices used apps.
  • The age of app owners varies widely but the majority is between 25 and 55. This is according to an InMobi Pulse 2019 study. Specifically, the study reported that millennial users are significantly more interested compared to Gen Z users. About 20 to 25% of app owners are aged 26 to 35 years, reaching at least 30% when Spanish language apps (Univision Deportes, FOX Deportes, and Telemundo Deportes) are taken into account. Livescore is the most used app among millennial non-Hispanic speakers. The study also found that Football Live Scores is the most popular among those aged 56 and older as only 7% of millennials, specifically 18-25 years old, use the said app.
3. Millennial fans are reliant on top online news and update sites.
  • Gilt Edge Soccer Marketing's study is consistent with the growth as findings showed that 65% of US soccer fans obtain football news and updates through social media platforms. Among the age groups, the study found that 48% of Gen Y respondents told that they get regular news and updates from Facebook. 42% of them would likewise see it from YouTube. 35% of Gen Y also uses traditional media sites and search engines like Google and Yahoo!. Generally, Gen Y relies more on Facebook as compared to Gen Z (21% on Facebook), who relies heavily on YouTube (49%).
4. Millennial fans are the biggest pirate streamers.
  • US soccer's growth has been extraordinary during the past decade. According to a 2018 Gallup poll, 7% of Americans cited football as their favorite sport to watch, closing into America’s favorite pastime, baseball (9%). With a surge in popularity, demand for match streaming (both local and international) increased.
  • While free football clips can now be viewed in many social media sites, pirate streaming, popular among the most avid soccer fans, remains rampant. As per Gilt Edge Soccer, of all these pirate streamers, millennials (Gen Y) are the most guilty. A whopping 62% of all pirate streamers came from Gen Y, 30% of whom streamed a match illegally in the last 12 months.

Research Strategy

The research employed a number of sources consisting of news reports, features, polls, and studies. The term "millennial" was used as most sources obtained referred to millennials. Only two of the relevant data sources (i.e. InMobi and Gilt Edge Soccer) mentioned specific age ranges or groups, i.e. 18-25 years old or Gen Y, but the data were all within the 18-30 age group requirement. Four insights or data points about millennials or the 18-30 age group were chosen as they are the most reported or most available online. As regards to Gilt Edge Soccer's study, the data presented actually matched most of what this request is asking, however, only the 2017 report is available. Gilt Edge has yet to produce a follow-up or a similar report.
Part
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Part
09

Football Fans and Enthusiasts - Online Consumption 14-20 Year-Old's

We found data showing that YouTube is a popular channel through which Gen Z football fans view football content online. Facebook is another popular platform through which those fans view football content online. All the applicable insights we found on this topic throughout the entirety of our research are provided below.

Gilt Edge Soccer Marketing Survey

  • A survey of U.S. "Gen Z (13-17 year old) soccer fans" conducted by Gilt Edge Soccer Marketing found that 13% of them stream football matches online.
  • The survey found that 10% of the Gen Zers follow football matches either through gamecast or social media.
  • According to the survey, 49% of the Gen Z football fans "regularly discovered soccer related news/updates online" through YouTube.
  • Among the Gen Zers, 21% "regularly discovered soccer related news/updates online" through Facebook.
  • The survey also found that 29% of Gen Zers "regularly discovered soccer related news/updates online" through Google, Bing, or Yahoo.

Additional Insights

  • We also found a few statistics about Gen Z football fans, though the age range of those individuals was not specified, as it was for the previous survey.
  • Among Gen Zers in the U.S., 4.31% said that football is the "sport [that] offers the best experience for Instagram."
  • The same percentage (4.31%) of Gen Zers said that Major League Soccer is "the major sports organization[ that] currently understands Gen Z best and is delivering content and experience [that] the generation wants."
  • A November 2019 article published by Streaming Media stated the following: "In an online study of 1,866 sports fans in the U.S. and Canada, Imagen finds young people are far more likely to watch non-game video content: . . . 23% of Gen Z fans watch 3 or more hours of non-game video content per week. Young fans often watch this non-game content on a second screen during a live game to enhance their viewing experience. . . . Major League Soccer fans watch more non-game content than the fans of other major sports leagues", which is partially the result of MLS having younger fans, on average, compared to other sports.
Sources
Sources

From Part 02
Quotes
  • "New heavyweight media brands such as Amazon, as well as illicit streaming apps like Live Player, are only stretching the broadcasting landscape further for young Modern Fans, providing more options to get a quick, hassle-free fix of live football on the go."
  • "Brands have now even begun collaborating on new products with football creators in the same way they do with players. In our last report, we highlighted how these new voices of authority were a key influence on Modern Fans, but we can now see how this influence has spread from fans to players, directly influencing action on the pitch. "
  • "We’re witnessing the emergence of a new ecosystem of influence in football, one based on the constant digital chatter amongst players, fans and football creators. "
  • "Netflix’s football docuseries ‘Sunderland ‘Til I Die’ has laid a template for a new type of characteristically English lens into the inside machinations of a football club and its surrounding community. This characteristically English style is in stark contrast to the more success-based narrative and, perhaps more American tone and format, of Man City’s ‘All or Nothing’ on Amazon. Aside from this new wave of football docuseries, our Modern Fans also told us of their increasing interest in the wide array of football podcasts. Some Modern Fans were also creating them. "
  • "In the previous Modern Fan Report, we highlighted the importance of meme culture amongst fans, and this trend continues to grow globally, with funny videos and memes now overtaking game highlights on social media (60% v 59%). Interviews, GIFS, and stats made up the rest of the top five content forms."
  • "All football fans are united by a strong sense of passion, but for our young, diverse, mostly liberalminded Modern Fans there is a very clear line between passionate, partisan support and abuse. As previously mentioned, young Modern Fans are aware of a level of hateful discourse online which they often take proactive steps to avoid, but they want to see decisive action to stop this creep into physical spaces."
  • "LGBT football teams, fan groups, and fan networks like Stonewall FC, Palace, and Proud and Pride in Football are examples of fan-led organisations that have carved out their own safe spaces both virtual and physical to connect with likeminded fans. Along with the greater visibility of LGBT fan groups, broader initiatives like Rainbow Laces , and an increase in female voices in the game, we’re seeing fans reflect on the very notions of gender associated with football."
  • "19% of UK football fans aged 16-19 consume esports content daily"
Quotes
  • "The average teenager in the UK spends £54 a week, according to a new report. Overall, teens are adding £1.7 billion to the UK economy every year."
  • "The research, which was carried out among 2,000 young people aged 13 to 19, shows that teens spend around 60 per cent of their money each week. The other 40 per cent is saved for more expensive items or holidays."
  • "84 per cent of the money teenagers spend goes on clothes, socialising, food and gaming"
  • "13-year-olds are said to spend £13 a week, and 14-year-olds spend around £3 more. However, those in their late teens are spending between three and four times these amounts, with 18-year-olds spending £58 and 19-year-olds spending £68 a week."
Quotes
  • "Younger fans no longer see football as an isolated hobby but something that merges with lifestyle, fashion, music, film and gaming. Football shirts new and old have enjoyed a fashion moment and are now stocked in the high-end sports and trainer stores of Tokyo, New York, Paris and Berlin, while designers such as Xztals and Settpace have captured the zetgeist with their eye-catching concept kits."
Quotes
  • "The average time spent online for all children, aged five to 15, is 2hrs 54mins a day at the weekend, and 1hr 54mins during the week. It is almost double what it was a decade ago."
  • "Research by UCL found teenage girls who had spent more than an hour a day on social media from the age of 10 were more likely to suffer emotional and social problems. Boys who tended to play more video games were less affected."
Quotes
  • "Girls aged 13-18 have named reading as their favourite hobby, in the Kids Insights data compiled by The Insights People, followed by swimming, listening to music, and dancing. Watching TV was ranked in fifteenth place, while watching videos on YouTube was relegated to twenty-first place, using the internet at twenty-second, and using a phone or smartphone at twenty-eighth."
Quotes
  • "85% of Premier League Fans own a smartphone, half have a tablet and 4 in 10 own a games console. "
  • "Premier League Fans average 1.25 hours of console gaming per day. One fifth own a PS3 and 22% are planning to get a PS4. Female fans are just as likely to be console gaming as men"
  • "30% of Premier League Fans are using Twitter and 45% are active Facebookers. "
  • " 73% of Premier League Fans shopped online last month and half use mobiles to buy products. • 4 in 10 are buying clothes via the internet, while a third are doing the same for shoes – products where showrooming is having an impact."
  • "28% of Premier League fans aged 16-24 find brands through celebrity endorsements."
Quotes
  • "If you’re in your mid-thirties or younger, a member of either Generation Z the group known as millennials, then your life probably looks quite different to your parents' or grandparents'. For a start, you’re more likely to be renting than you are to own a home and your wages are likely to have suffered more because of the last 10 years of financial problems after the 2008 crash. You’re also less likely to say you’re “proud” to be English (if you live in England) and are more likely to think that immigration "enriches British life"."
  • "In fact, while Steven accepts that “most young people voted Remain,” he thinks, “Brexit is an amazing opportunity for young people” because “it means we can sign free-trade deals around the world, reducing tariffs on consumer goods from phones to food, and making our hard-earned cash go even further.” After Brexit, he hopes issues like housing will get more attention because the Government could spend “the £10bn a year we currently send to the EU on young people's priorities, such as housing”. However, that's not currently Government policy."
Quotes
  • " A meta-analysis of 27 studies containing 117 effect sizes and N = 7726 young athletes (age < 18 years) was conducted. The results show that there is an overall significant association between these two variables (r= 0.40), indicating that a prosocial moral climate is related to less antisocial and more prosocial behavior, while an antisocial moral climate is associated with more antisocial and less prosocial behavior of young athletes."
  • "Kohlberg (1984) proposed that moral reasons or beliefs are important motives to moral behavior. Believing that certain behavior is the right or acceptable thing to do, has a great motivational power to act in concordance with that belief. According to Kohlberg, individual moral beliefs in real life almost always originate in the context of group norms."
From Part 04
Quotes
  • "While 10% of U.S. Adults get their news from YouTube6, 38% of adult soccer fans turn to YouTube for soccer news and updates—raising to 40% when all soccer fans are considered. Both Gen Z and Gen Y fans cite YouTube among their preferred social sites for soccer updates highlighting the appeal of video to the young, tech-savvy fan"
  • "45% of Millennial soccer fans are multi-cultural. At the heart of that audience is the influential bi-lingual, bi-cultural Hispanic demographic. "
Quotes
  • "In the eye of that growth area is also the sexy baubles of demos that brands, and teams, want: rising numbers of Latino fans, more engagement with women, and even a growth to be the choice of millennials who now have more discretionary income, and soccer, as MLS can attest to with the largest growth numbers in each of those categories for sports leagues, can talk to all of those more than most other professional sports in North America."
Quotes
  • "Fans are also creating their own content, particularly GenZ and Millennials, with 60% of respondents saying they have posted their own content on social media and 44% saying they have sent their content to teams’ or league officials’ accounts."
  • "Providing authentic, high-quality video content that’s easy to access is critical to keeping fans across all generations engaged. Sports fans, particularly Millennials and GenZ, are craving a more personalized experience when interacting with their favorite sport, player or team,” said Ryan Rolf, CRO, Americas at Imagen. “Fans are taking the power into their own hands when it comes to content creation and it’s up to the leagues, teams and players to keep up with this content consumption shift.”"
Quotes
  • "In general, Millennials have shown less interest in televised pro-sports, but this hasn’t been quite the case for soccer. Both Gen Z and Millennials have shown an increased interest in soccer compared to older generations, with Gen Z, in particular, showing nearly 50% more interest than older generations in Major League Soccer."
  • "It’s suspected that because the way younger generations consume media is changing, Millennials and Gen Z’ers have less interest in watching longer broadcasts of televised sports. "
Quotes
  • "U.S. Hispanics spend nearly 66% more time per week watching videos on their smartphones compared to the total market. They are continually searching for content that reflects their values and culture. What’s more, is that 73% of third-generation Hispanics watch videos that speak to their heritage, and two out of three bilingual Hispanics watch videos in Spanish."
  • "A.I. technology was a huge trend in 2018 and will continue to be developed in the upcoming years. It’s clear that if anyone is open to buying something from chatbots, it’s Millennials. We’ve mentioned that U.S. Hispanic Millennials tend to be more tech-savvy and are heavy mobile users, so testing out chatbots in retail will soon become a “must.”"
Quotes
  • "When it comes to chatbots, 60% of millennials have used them, 70% of those report positive experiences, and of the millennials who have not used them, more than half say they are interested in using them."
Quotes
  • "The chatbot will offer fans a new way of receiving news and information from the club, along with the possibility of taking part in the ‘BarçaViber Man of the Match’ section."
Quotes
  • "Now let’s look at Europe. FC Barcelona is another thriving sports organization that has been intentional in their use of chatbots. Last year, they launched a bot on the Viber messaging platform and captured almost 4.5M users within two months of launch. Since then, the club has gained more than 50M users, and 2.7M public followers."
Quotes
  • "Statistics for followers of this forum: 1.9MM "
From Part 05
Quotes
  • "The 'Football Obsessed Teen' is exceptionally style-conscious: for him, the latest football fashion is as essential a part of self-image as athletic prowess. As a market they are willing to let aesthetic qualities over-rule their opinion of a brand’s functional qualities: for example gravitating towards a previously disliked brand of boots based on the introduction of a new colour or style."
  • "Social interaction, on the other hand, took place primarily on messaging platforms such as Whatsapp and Snapchat: the latter enjoying a 97% penetration of the group surveyed. On average the surveyed group checked its social channels over twenty times per day."
Quotes
  • "More teenagers are playing soccer in the U.S. than ever before. The number of participants in U.S. high school soccer programs has recorded an all-time high in the 2016/17 season, with over 800 thousand boys and girls playing the sport across the country. "
Quotes
  • "According to data provided by Media Chain, 48% of Millenial and Gen Z sports fans turn to YouTube to consume their sports content rather than TV, and 77% also say they follow at least one YouTube fan channel. An even larger number of those who fit into the Millennial and Gen Z groups – 64% – say they choose to take in sports coverage on social as a whole over TV."
  • ""
Quotes
  • "For the 2017 edition of our annual soccer fan insights report, we dig deeper into the digital habits of the American soccer audience. From the impact of cord-cutting, to social media platform use, to pirated viewing of soccer matches, the Digital Soccer Fan Report takes a closer look at eleven soccer fan digital consumption insights."
  • "There’s no denying the powerful link between gaming and fan interest in soccer. According to EA Sports, FIFA gamers are 50% more interested in pro soccer after playing the video game7."
From Part 06
Quotes
  • "Hispanic: Avid fan, 15%; Casual fan, 36%; not, 49% White: Avid fan, 5%; Casual fan, 26%; not, 69% AfAm: Avid fan, 6%; Casual fan, 31%; not, 61% Other: Avid fan, 11%; Casual, 39%; not 50%"
  • ""
Quotes
  • "n the U.S., 2019 marks the 24th year for MLS, and 47% of American adults say they’re interested in the sport, according to Nielsen research. That puts America’s soccer fandom higher than the global average, which is 43%."
  • "Percentage of American Adults Interested in Soccer, by Age. Soccer was most popular among Americans 16 to 24 years old (55%), followed by adults between 25 and 34 years old (50%). American adults between 55 and 69 years old were the least interested in the sport (14%). "
  • "Nearly a quarter (24%) of low-income earners were interested in soccer, while the level of interest in the sport among medium-income earners and high-income earners was virtually the same at 41% and 40%, respectively."
  • "Nielsen noted several factors that may have caused the popularity increase in MLS, including the increased popularity of youth soccer, the growing U.S. Hispanic population, recent World Cup qualifications and the success of the FIFA video game."
  • "Powerful Influencer Marketing With Top Players Marketing in soccer goes further than billboards, jerseys and sporting events. Famous soccer players have the potential to reach incredible audiences and increase brand exposure. Cristiano Ronaldo, for example, has 127 million Instagram followers, which led to 509.2 million engagements on the platform between January and May 2018. As influencer marketing reaches new heights, top soccer players’ followings can become increasingly valuable."
  • "Below is a chart of the three soccer players with the most social media followers as of May 2018. Figures from FAcebook, Twitter, and Instagram. It’s important to note that the top soccer player has more followers than the top celebrity, indicative of just how much reach these players have."
Quotes
  • "MLS Fans Think of Major League Soccer fans as the departure from the norm. Forty-three percent of MLS fans are women, and 59 percent of professional soccer fans are under the age of 45. As a demographic, MLS fans are the youngest professional sports fans and the most likely to stream content. Compared to fans of the other professional sports organizations, MLS fans are twice as likely to engage with MLS-related content online. "
Quotes
  • "Soccer fans – those who describe themselves as light, average, or super fans – number about 43.5 million across the United States. Soccer players are a smaller group, with about 7.2 million, or 16.5% of total soccer fans. The third group is those who watch but do not participate; this group numbers slightly over 27 million or just under two-thirds of total soccer fans"
  • "Generationally, soccer fans across the board are mostly Millennials, with Gen X coming up right behind them. Nearly half of soccer players are Millennials, compared with about a quarter of the GenXers."
  • "As with many other sports, soccer fans skew male; 67% are male versus 33% female. Soccer watchers have a similar breakdown, whereas players are more likely to be male, with 83% playing versus 17% for women."
  • " From social media ads to commercials shown during sports broadcasts to ads in stadiums, our soccer fans, in all forms, are nearly riveted to this content. Over one-third of each of our 3 sports groups say that promotional events at games enhance the experience – compared with 17% for sports fans in general. And nearly one-half (44%) of soccer players say that brand logos on athletes’ jerseys have an influence on them; for soccer fans and soccer watchers, this number is nearly one-third. Still, compared with the 16% of all sports fans who find this particular type of advertising compelling, the opportunities that exist for this market are huge. And corporate sponsorship of sports does not faze our soccer fan groups either. Over one-half (53%) of our players notice brands worn by athletes during the game – with watchers (48%) and soccer fans (46%) close behind. Similar percentages say that sponsors of sporting events are critical to the success of the sport, and all three groups are more likely to be loyal to sponsors, support the sponsors of their favorite team/athlete by purchasing products, and consider a product better if it is supported by their favorite team or athlete. Soccer Fans: Sports Attitudes But beyond sponsorships and advertising, sports have an overall positive influence on the lives of sports fans – especially soccer fans. 74% of soccer fans and players (and 77% of watchers) say that sports can bring people from different walks of life together – and generations of families too can share this passion. Almost one-half of our three groups say that sports have provided them a foundation for lifelong friendships (fans: 47%, players: 50%, and watchers: 50%) as well as helping define who they are. For soccer fans, being a sports fan is a joy – they will cheer for their favorite team no matter how they are doing (68%), will watch for the surprise of the results (66%), and say that it helps them escape the daily grind of work and life (61%). Sporting events provide a social outlet, enable strange superstitions and rituals (players: 33%), and provide an outlet to indulge one’s competitive instincts while building a foundation of cooperation and partnership with others. "
Quotes
  • "A recent Gallup poll shows soccer ranks second in popularity only to football among the coveted 18-34 demographic. Average 2017 MLS attendance was over 22,000, third behind the NFL and major league baseball. Atlanta United FC, owned by Home Depot co-founder and Falcons owner Arthur Blank, entered the league in 2017 and averages over 52,000 fans per game."
  • "So why has MLS grown so popular among fans and become such a solid investment for entrepreneurs? Some reasons are obvious. The bulk of U.S. immigrants arrive from soccer-playing countries. Soccer also continues to grow in popularity at the grass-roots level (two of my kids played high school soccer), which creates a natural source of fans."
Quotes
  • "As sports executives seek to build new direct-to-consumer channels, we find that age is an ineffective way to segment and target digital sports fans. Older generations (Gen Xers in particular) are adopting digital technology almost as fast as millennials, and fans’ online behaviors are far better signals of purchase intent. "
  • "The following are a few important findings: Millennials are sports fans too. Although more Gen Xers than millennials follow sports closely (45 percent versus 38 percent), the gap disappears for English Premier League (EPL), Major League Soccer, NBA, Ultimate Fighting Championship, and college sports, where support among millennials is as high or higher than among Generation X5 (Exhibit 1). Furthermore, the gender gap is closing: 45 percent of millennial sports fans are women versus 41 percent for Generation X."
  • "Everyone’s digital. Virtually everyone in Generation X owns a smartphone, as do millennials (95 percent versus 97 percent).7 The two groups own multimedia devices (36 percent versus 40 percent) and use streaming or subscription video on demand (68 percent versus 75 percent) at nearly the same rates. And they both spend over 5 hours per day on smartphones and PCs "
  • "Millennials stream sports more often. In our research, millennial sports fans report using streaming web sites and apps (for example, NBCSports.com, Twitter, and WatchESPN) almost twice as much as Generation X (56 percent versus 29 percent). They are also more likely to admit to using unauthorized sports streaming sites, such as Reddit streams (20 percent versus 3 percent). A recent BBC survey found that 65 percent of British millennials stream EPL matches illegally at least once per month.8"
  • "Millennials are social fans. While millennials and Gen Xers use sports sites and apps equally, significantly more millennials follow sports on social media. For example, 60 percent of millennial sports fans check scores and sports news on social media versus only 40 percent for Generation X (Exhibit 3). Twice as many millennials use Twitter, and five times as many use Snapchat or Instagram for that purpose. Facebook is the leading social platform for both groups, but YouTube dominates sports highlights for millennials (edging out ESPN.com). Overall YouTube engagement per monthly unique viewer has reached 37 minutes per day for 18–24 year olds versus just 15 minutes per day for Generation X.9"
  • "1% of Millennials and Gen X fans use Reddit to watch highlights. 2% of Millenials fans use Reddit to check scores and news updates. Gen X does not use Reddit. "
Quotes
  • "The American Outlaws dedicates itself to organize passionate and enthusiastic support for our men’s, women’s and youth national soccer teams wherever and whenever they take the field."
  • "30,000 Members Strong & 200 Chapters across the world! "
Quotes
  • " 1. Goal.com | Football News, Live Scores, Results & Transfers 1. Goal.com | Football News, Live Scores, Results & TransfersAbout Blog The latest football news, live scores, results, rumours, transfers, fixtures, tables and player profiles from around the world, including World Cup. Frequency 30 posts / day Blog goal.com/en?ICID=HP+ Follow Facebook fans 17.6M ⋅ Twitter followers 1.2M ⋅ Social Engagement "
  • " 2. 101 Great Goals 101 Great GoalsAbout Blog No matter where you are in the world, we allow you to stay up to date with all the latest goals from around the world. Have you seen the latest great goal? Frequency 10 posts / day Blog 101greatgoals.com+ Follow Facebook fans 3.9M ⋅ Twitter followers 192.8K ⋅ Social Engagement 229"
  • " 3. Four Four Two Magazine | Football news, features & statistics Four Four Two Magazine | Football news, features & statisticsUnited Kingdom About Blog The latest football news, in-depth features, tactical and statistical analysis from FourFourTwo, the UK's favourite football monthly. Frequency 30 posts / day Blog fourfourtwo.com+ Follow Facebook fans 1.1M ⋅ Twitter followers 484.8K ⋅ Social Engagement 20ⓘ "
  • " 4. The Peoples Person | Manchester United The Peoples Person | Manchester United Old Trafford, England, United Kingdom About Blog United we stand, United we write. With the latest Man Utd news, transfer news, immersive match day coverage, insight and informed opinion, The Peoples Person is the number one website for Manchester United fans. Founded in April 2011, we have grown to be an industry leading website dedicated to providing Manchester United fans from all corners of the globe with the latest news 24/7. Frequency 5 posts / day Since Apr 2011 Blog thepeoplesperson.com+ Follow Facebook fans 2.2M ⋅ Twitter followers 48.9K ⋅ Social Engagement 36ⓘ ⋅ Domain "
  • " 5. Talk Chelsea Talk ChelseaAbout Blog TalkChelsea.net is a Chelsea Football Club fansite. Our website is run by a group of Chelsea fans across the world. We offer all our own original content and try to give you the fans, exactly what you want and expect from an Chelsea fansite. The most popular part of our website are the forums where you can interact with other fans, discuss everything Chelsea and arranging meet ups before games. Frequency 4 posts / week Blog talkchelsea.net+ Follow Facebook fans 2.8M ⋅ Twitter followers 70K ⋅ Instagram Followers 434.4K ⋅ Social Engagement 188"
Quotes
  • "You’re about to read the ultimate guide to Reddit’s soccer communities: a breakdown to the single greatest community of passionate soccer fans anywhere on the internet. We’ll cover everything from /r/soccer, /r/MLS/, /r/footballhighlights, and /r/soccerstreams and show you exactly what kind of content you can expect from each one. Step by step, forum by forum, this guide is here to help walk you through what it means to be a soccer fan on Reddit!"
  • "Divided into distinct communities called subreddits, Reddit is the ultimate in user-generated content. Subreddits use Reddit’s URL in their name, so for example: /r/soccer is Reddit’s largest soccer community."
  • "The largest subreddit is /r/soccer, with over 1.2 million subscribers. The next largest is /r/soccerstreams, with 350,000 subscribers. /r/MLS sits comfortably with nearly 100,000 users. /r/footballhighlights rounds out the list with 75,000 active users."
  • "If /r/soccer is dedicated towards all things soccer on a global scale, /r/MLS is a community aimed specifically at soccer in North America. While the name implies the community is aimed mostly at MLS, the subreddit actually acts as the North American soccer hub."
  • "Boasting a solid 100,000 or so subscribers, /r/MLS is nonetheless far smaller than other Reddit soccer communities. What they lack in numbers, however, they make up for in passion (and rage). "
  • "Reddit’s premier soccer highlights community is /r/footballhighlights. Updated constantly with sources from around the world, this subreddit hits it out the park when it comes to getting you the very best of professional soccer. Think of it as one big highlights video, but one where you can easily find the exact match you’re looking to see."
  • "/r/soccerstreams acts an aggregator for individuals linking to live streams of matches from a variety of different sources."
Quotes
  • "Live football streaming used to be available on subreddit r/soccerstreams. However, the thread was in breach of Premier League copyright regulations and Reddit’s own user agreement. More than 420,000 Reddit users were subscribed to the thread before it was shut down. In January, a moderator commented: “We’ve officially reached critical mass."
Quotes
  • "Fifty-five percent of Premier League fans in the survey were under the age of 45, making it a significantly younger base than the followings for America’s most popular sports leagues,"
  • "“There are a lot of different psychological needs that you can at least partially meet through sports fandom — one is obviously the need to belong,” said Daniel Wann, a professor at Murray State University and leading expert on the psychology of sports fandom. "
  • "But another equally powerful need, and one that can be met by following a different team, is the need for distinctiveness. At a basic psychological level, following a distant team gives you something unusual that allows you to stand out among your other sport fan friends,” he said."
  • "The digital age has helped nurture that impulse, Guppy and Wann said, with online forums and social media providing a digital water cooler scene to connect Americans with fans around the world. The fact that Britons and Americans share a common language gives the Premier League a leg up on its European competitors."
  • "For a professional sports team looking to establish a connection with teen consumers — perhaps the most desired target audience for professional soccer clubs, Guppy said — a video game is a natural gateway. Long periods of screen time allows people to quickly learn the players, teams and the venues involved, driving interest."
  • "The early morning weekend games also have created their own soccer culture through the businesses that cater to these fans. In Washington, D.C., the country’s top local EPL market last season, according to NBC Sports, each of the major teams have supporters’ clubs who wake up in time to turn up at bars for 7:30 a.m. kickoffs, where they tuck into full English breakfasts, drink Guinness and join fans across the world in belting out the chants picked up by TV cameras inside the stadiums."
Quotes
  • "U.S. soccer fans are also extremely social: 36% of fans aged 26-39 years old became soccer fans due to their friends, compared to 26% of those ages 13-17 years old. These young American soccer fans “have a hunger to watch these games with friends and make it much more of an event in the company of others,” says Romaine. The study indicates there’s “a core group of soccer fans who evangelize the sport — and want others to join them.”"
  • "With TV viewers averaging 40 years of age, MLS boasts the youngest fan base among the major U.S. sports leagues, according to a Magna Global study released in 2018. "
Quotes
  • "More than 35% of UK football supporters on Twitter now follow their team, athletes or media more closely than before they joined a social media network, and feel more closely bonded to that team. This trend is even stronger amongst 16-29 year olds, with 40% of them using social media to follow their team or sport more closely than before. It is the ever increasing importance that social media plays in the daily lifestyle of a football fan that is the key focus of a study undertaken and just released by IMG Consulting."
  • "However, this younger age group are also far more likely to use social media sites to engage with sports brands. 63% were found to have liked a brand on Facebook with 44% following on Twitter, emphasising both the importance of the medium as well as the opportunity for brands to connect with consumers."
  • "UK fans check Twitter more than any other social media network on the day their team is playing, looking at their timeline on average 8.4 times per day for sports related content, whilst more than 40% of fans with social media accounts use them to follow scores and statistics during the game. "
  • "80% of UK sports fans who use social media do so to get information on their team by following individual journalists and feeds from respected and well known newspaper and broadcast outlets. "
Quotes
  • "Almost two thirds of young sports fans in the UK prefer sports coverage on social media platforms to traditional television, according to research carried out by social-first publisher Media Chain."
  • "52 per cent prefer to consume their sports news through social channels."
  • "48 per cent of those surveyed watch more sports content on video-sharing website YouTube than on traditional networks, with the results showing an increasing desire for live-action over longer post-match highlight packages. Furthermore, more than three quarters of fans claimed to follow a YouTube fan channel."
  • "Of the various social media avenues, Instagram proved to be the most popular for soccer content among fans, with 41 per cent logged in while watching matches. Similarly, 64 per cent check Instagram daily for sports content, with Facebook lagging behind on 58 per cent."
Quotes
  • " 1. Football Talk | Premier League News Football Talk | Premier League NewsUK About Blog Football-Talk is an independent website made up of a team of football-loving contributors that provide news and views on Arsenal, Chelsea, Liverpool, Man Utd, Man City and Tottenham. Frequency 5 posts / day Blog football-talk.co.uk+ Follow Facebook fans 43.6K ⋅ Twitter followers 11.4K ⋅ Social Engagement 2"
  • " 2. The 72 - We Love the Football League The 72 - We Love the Football League UK About Blog The 72 is an online outlet dedicated to The Football League. With over 100 different writers, we publish opinion and feature pieces, match reports, statistics and the like. Frequency 12 posts / day Blog the72.co.uk+ Follow Facebook fans 1K ⋅ Twitter followers 39.6K ⋅"
Quotes
  • "On Thursday 22nd November 2018 supporters met in central London to finalise the merger of the Football Supporters’ Federation and Supporters Direct into one unified organisation at an Extraordinary General Meeting (EGM). A new chair, vice chair, National Council, and Board was elected and Kevin Miles has been appointed as the organisation’s new chief executive. In June 2019 it was announced that the new organisation would be called the Football Supporters' Association (FSA)."
Quotes
  • "Liverpool Football Club has over 300 Official LFC Supporters Clubs (OLSCs) in over 90 countries worldwide. Our Official LFC Supporters Clubs provide a valuable service to loyal Liverpool Football Club supporters living in the local area. The Supporters Clubs also provide an excellent way of meeting fellow supporters who are devoted to following Liverpool Football Club, wherever they live in the World."
From Part 08
Quotes
  • "Major League Soccer was founded a season before the US hosted the World Cup in 1994 and the nation's enthusiasm for the sport has come a long way since then. A quarter of a century later, the US, Mexico and Canada have succeeded in a joint bid to host the 2026 tournament and the US women’s team has since won three World Cups."
Quotes
  • "Attendance for Major League Soccer matches ranks among the best in global soccer, both from a league-wide and club-specific view, according to a study conducted by The CIES Football Observatory. "
Quotes
  • "For decades, Pew Research Center has been committed to measuring public attitudes on key issues and documenting differences in those attitudes across demographic groups. One lens often employed by researchers at the Center to understand these differences is that of generation."
Quotes
  • "Exponential also found (perhaps not surprisingly) that the young audience boosting soccer’s popularity in the U.S. is progressive and more liberal. But it may be more than just the politics of youth, according to Melmed."
Quotes
  • "But overall viewership is down. NOT because fewer people are watching the games. The problem is actually one of attention (for all you Gary Vee fans out there). Younger fans ARE tuning in to football games, but they are watching for a shorter period of time than older fans. "
Quotes
  • "Soccer’s young and globally-connected fan base places the sport at the forefront of the digital and social media landscape. For the 2017 edition of our annual soccer fan insights report, we dig deeper into the digital habits of the American soccer audience"
Quotes
  • "In the United States, who is so passionate about soccer (or football, as it’s known everywhere else) that they have the top soccer apps on their mobile devices even when the World Cup is years away? To find out, we turned to InMobi Pulse."
Quotes
  • "The unveiling is the first in a series of enhancements that will be made to U.S. Soccer’s digital presence as the Federation continues its commitment to making soccer the preeminent sport in the United States, using innovation, data and technology to provide the best possible engagement with fans."
Quotes
  • "The popularity of soccer—both in participation and interest—is increasing in the United States. There’s no doubting that."