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ESPN is actively adjusting its content and delivery methods to cater to the changing preferences of the younger generation of sports fans in Australia and New Zealand.

This strategic pivot aims to maintain its status as the preferred platform for emerging sports enthusiasts, amidst the growing popularity of US sports in the region.

Speaking at this week’s SportNXT conference in Melbourne, the local senior vice president & managing director, The Walt Disney Company, Kylie Watson-Wheeler, said the organisation acknowledges that the pathways to becoming a sports fan have evolved, with play and relationships at the core of fan creation.

However, the influence of parents and traditional means of engagement is waning as young fans enjoy greater access to a broader range of sports content, both locally and internationally, often through their personal devices.

She said that according to ESPN, participation in sports, notably soccer and basketball, along with video gaming, plays a significant role in attracting the younger audience. The company's research indicates a shift in consumption habits, with new-generation fans showing a preference for engaging with sports via short-form content on social media and following multiple sports through platforms like Instagram and TikTok. This trend is reflected in the substantial increase in the average number of sports followed by fans aged between 16 and 44, growing from 2.5 in 2011 to 7.5.

To align with these trends, ESPN is focusing on sports with rising popularity among young Australians, including basketball and American football. The broadcaster has secured rights for NBA, NBL, WNBL, and international basketball, reinforcing its position as the leading destination for basketball fans in Australia. The recent NFL season and Super Bowl 58 have recorded unprecedented viewership, highlighting the growing interest in US sports.

Watson-Wheeler said that ESPN is leveraging its association with The Walt Disney Company to introduce innovative fan experiences, such as alternative broadcasts and collaborations with Pixar and Marvel, to attract younger viewers. These initiatives, coupled with ESPN's dominance on social media platforms like TikTok and YouTube, underscore its commitment to engaging with new-generation fans on their preferred channels.

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