69 percent of fans prefer to watch the games outside the sports venue


69 percent of fans prefer to watch matches outside the sports venue, especially the younger public, increasing their preferences to enjoy these events from home, thanks in large part to technology, which improves the viewing experience “making it more immersive”, according to the latest report from the Capgemini Research Institute, ‘A whole new ball game: Why sports tech is a game changer’.

“Technological advances in the last three years have drastically improved the experience for fans who enjoy sports at home, but have had less impact for those who visit sports venues,” the agency said in its report.

In fact, the study highlights that the progress of technology, “improving the viewing experience and making it more immersive,” has caused 77 percent of Generation Z and 75 percent of ‘millennials’ to say they prefer to watch off-campus sports, versus 53 percent of baby boomers and 32 percent of those 70 and older.

The “excitement” of enjoying a sporting event within the venue continues to prevail for major world competitions, “such as the Olympic Games or the World Cups.” But interest in seeing sports in regular, local league matches may be waning, according to the report ‘A whole new ball game: Why sports tech is a game changer’.

In the previous Capgemini study from 2019, 47 percent of fans around the world stated that they visited sports venues frequently, but this number has dropped (34 percent) today, again creating “a major generation gap.” Thus, fans over the age of 70 continue to frequently attend in person (49 percent) to watch the games live, compared to only 17 percent of Generation Z.

“In fact, only 37 percent of fans globally have visited a sports venue in the past 12 months, compared to 80 percent in 2019,” the study found.


Capgemini determined that smart devices, streaming and social networks “dominate sports consumption”, in a “significant” change in “a few years”. “Mobile devices have come to the fore, although in general fans still prefer TV to watch matches, suggesting that smart devices are a complementary option for enjoying sport on the go (‘multiscreen’). “, the report explained.

In 2019, only 40 percent of fans chose smartphone screens as their preferred device for watching games, up from 70 percent today (notably a whopping 78 percent Gen Z and 74 percent Gen Z). cent of ‘millennials’).

Streaming platforms are the ones that have experienced the greatest growth, going from 39 percent in 2019 to 75 at present, always as the preferred option for watching sports. As for social networks, they have gone from 44 in 2019 to 64 percent today, driven by the younger generations.

According to the report, fans consider their mobile as a companion to enhance viewing experiences, whether at home or in the stadium. More than two thirds (68 percent) of fans have ever used a smartphone to receive regular information about matches or players while watching them live, and 65 percent for 360-degree video replays.

“In recent years, the ways in which we can consume sport have been completely transformed,” says Pascal Brier, CIO of Capgemini and Member of the Group Executive Committee. “Technology is bringing a higher level of immersion and interactivity with the game, even if we’re viewing it from thousands of miles away,” he added.

For Capgemini, this allows sports companies to reach new generations of fans around the world “in new, innovative and exciting ways.” “However, our research also indicates that technological advances around the in-stadium experience have not kept pace,” Brier said.

The report also notes that there is a growing interest in watching women’s matches. Two-thirds of them are interested in seeing more women’s matches in the sports they regularly follow, and they would also like to see the same opportunities and resources offered to female players.

In some sports, such as swimming, basketball, tennis, and the Paralympics, the viewing figures for the men’s and women’s matches are similar, with many viewers choosing to watch both.