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The rising popularity of legal sports betting is shaping the preferences of younger sports fans in the United States, suggests a recent survey by Deloitte. The report, titled “2023 Sports fan insights: The beginning of the immersive sports era,” indicates a generational shift towards more engaging sports viewing experiences, with sports betting playing a significant role.
The study, which involved nearly 3,000 participants, discovered that around half of Gen Z and Millennial respondents over 21 are embracing sports through real-time betting on mobile devices during games. Jana Arbanas, Deloitte U.S. telecom, media, and entertainment sector leader, highlighted that Gen Z in particular is inclined towards immersive, social experiences. This trend, coupled with the growing interest in sports betting and digital assets such as NFTs, is transforming how fans engage with sports.
The Deloitte survey further revealed that 80% of sports bettors believe that betting enhances the entertainment value of sports, as compared to 38% of non-bettors. Moreover, bettors are more likely to spend on tickets, merchandise, fantasy sports, and streaming services, thereby demonstrating higher levels of engagement.
In terms of betting frequency, the survey reported that 22% of participants had placed a bet on professional sports in the past year. This figure rose to 30% among Gen Z and Millennial participants.
An interesting finding was the difference in views between bettors and non-bettors on the future impact of sports betting. While 59% of non-bettors expressed concerns over the long-term effects of sports betting on professional sports, only 42% of bettors shared this apprehension.
Deloitte’s survey also highlighted the trend towards immersive sports viewing. A considerable 71% of all sports fans preferred watching games in person rather than at home. However, this preference was less pronounced among Gen Z and Millennials, with only 58% favoring live attendance. The data further indicated that 77% of fans have participated in sports-related activities such as sports betting, fantasy sports, or checking stats during live events.
Pete Giorgio, Deloitte global and U.S. sports practice leader, emphasized that the concept of “immersive sports” reflects the personalized and multifaceted ways in which fans engage with sporting events, with betting being a prominent aspect of this experience.