A recent study by Footballco has revealed that a significant portion of football fans would be content with following the Euro 2024 tournament through non-live content. The study, which surveyed over 3,000 fans across seven European countries, found that 38% of respondents wouldn't mind missing live coverage of the games.
Footballco specializes in non-live content across all mediums and their latest research indicates a shift in how fans consume football content. Despite this trend towards non-live consumption, live viewing still remains popular among all age groups.
Andrew Baker, head of strategy at Footballco, said:
“We’ve witnessed the decline in the importance of watching a live 90-minute match with young fans for some time now, but seeing how little importance some place on this when it’s a tournament as big as Euro 2024 is surprising.
“It’s not that fans don’t care about Euro 2024, even this far out. Across the rest of the study, we see great enthusiasm for it and optimism. In the quantitative work, we see many fans cite Euro 2024 as a positive event in a world where such positivity is often lacking.
“Football has never been a more effective marketing platform, but this research backs up previous studies of ours that highlight how fandom is more diverse now than ever and so is how fans choose to engage with the sport. Long gone are the days when running campaigns through TV ad breaks and pitch-side branding were a guarantee to reach all fans. Instead, brands need to engage different fan communities via multiple touchpoints across digital, social and beyond."
The report suggests that while many supporters would be happy to follow the tournament through highlights, podcasts and online platforms like social media and apps, there is still a strong preference for watching games live.
Gen Z fans have a major share in consuming live content
Interestingly enough, the study also highlighted some generational differences in preferences. Among Gen Z fans (those born from the mid-to-late 1990s onwards), watching live games was considered one of the most entertaining ways to engage with football by 51%. This sentiment was even stronger among older fans aged 45+, with as many as 61% expressing similar views.
However, Gen Z were more open to engaging with online content related to Euro 2024 - around 40% said they'd prefer this method compared to just over one-fifth (21%) of those aged over forty-five.
Podcasts and highlights have become common ground across generations
Despite these differences between age groups when it comes to consuming live or online content, there seems to be common ground when it comes down to highlights and podcasts. Both Gen Z and those aged above forty-five showed similar interest levels in these forms of media - about one-third (35% for older group vs. 31% for younger) wanted to watch Euro 2024 highlights, while 7% in both groups planned to listen to podcasts around the tournament.
fans are adapting to the digital age, with a growing number open to non-live content. While live viewing remains popular across all demographics, there is a clear shift towards online engagement, especially among younger fans.
However, traditional forms of media like highlights and podcasts still hold their ground as preferred methods of following the tournament for both young and old fans alike. This suggests that while the medium may change, the love for football remains constant.
