Kidscreen » Archive » FEATURE: What is the score?

The value of sport in a child's life is well documented, from teaching crucial life skills such as teamwork, self-control, discipline and leadership to improving physical and mental health.

And these benefits don't just come from physically participating in the game. Children who watch sports content cope better with losses, have higher endurance, and are better at math.

According to a study conducted by We Are Family in late 2023 with more than 4,300 children aged eight to 12 around the world, there is a very clear connection between children who watch sports content and those who participate in it. Additionally, this study shows that sports participation and content consumption influence each other – children watch their favorite sports content, are inspired to participate, fall in love with the sport, and then seek out more content.

With this in mind, one could argue that creating sports content for kids is almost a moral obligation. And it's not like we force kids to eat their broccoli – sports are the perfect storytelling vehicle, full of rivalries, competition, athlete journeys, struggles, dangers, rewards, surprises and emotions.

When we asked kids how they like to get involved with a team or athlete, “watching content” was the number one answer. In fact, 85% of young sports enthusiasts we spoke to watch sports content weekly, and 23% do so daily.

So why don't we see children's television producers producing tons of children's content with a focus on sports, like we see in the adult-focused general entertainment market? Sure, there are a few exceptions, but sports content aimed at kids is notable for its absence. There are three reasons for this.

1. The money factor

When you look at the money, it's clear that current sports sponsorships are not designed to attract younger audiences. From gaming companies to cryptocurrency firms, the focus is clearly on the 18-34 demo. And to make matters worse, clubs sponsored by gambling companies, on the other hand, must actively avoid dealing with children
the EU, the US and most major global economies. The truth is that the financial return from children's sports content is limited.

2. Declining interest in live sports

Live sporting events are at the heart of sports content. They're the focus of so much attention that broadcasters (and now streamers) are paying billions of dollars for these rights – and kids just aren't watching live sports. Our survey found that only 51% “regularly watch team games/competitions live or on TV.” When accessing life
Sports can be a problem, especially for children from low-income families. Only 13% of those who don't watch live sports cited this as a barrier.

The truth is that live sports just aren't for kids. They are used to much shorter content lengths and can have a well-edited highlight reel on social media within minutes of the final whistle. They are simply not programmed to sit down at any given time and watch two or more hours of content.

3. Preference for peripheral content

Kids today consume sports content differently. They gravitate toward YouTube personalities like the Sidemen and Dude Perfect (YouTube is the most popular platform for kids to consume sports content), TikTok clips and Instagram stories of their favorite athletes, and gaming platforms like Roblox and console/mobile games. Even have podcasts
have found their niche among young sports enthusiasts.

Traditional broadcasters are struggling to adapt to this fragmented and dynamic landscape as their eyes are still focused on the live sports experience (which they paid billions for…). They just don't think about all these new types of sports content that are more appealing to kids.

To bridge this gap and encourage a new generation of sports enthusiasts, there are several options that content creators, producers, broadcasters and rights holders can take advantage of.

1. Fix the live experience

While the “horse” of live sports has already fallen through for many children, there is still a chance to bring some of them back into the fold. First, immersive and interactive sports experiences can be created through the use of new technologies such as augmented reality (AR).

And bringing in influencers and social commentators to add their own opinions to the live games can create a sense of connection. Reaction videos are a mainstay of social content and this format can easily be applied to live sports.

With 42% of US kids already watching esports streams, it's also about bringing the live experience to where they are. Running a live game on Roblox, Fortnite, or even EA Sports FC (the new name of the FIFA game series) could potentially increase the popularity of eSports.

Finally, while access wasn't the biggest barrier, it is still the reason why one in eight children don't watch live sports. It is important for sports associations to look beyond the immediate live rights revenue they could generate by selling to walled-garden content providers and focus on introducing their sport to as many future fans as possible.

In the long term, the value of engaging kids and nurturing the next generation of fans will be worth the short-term loss of revenue. From cricket to swimming to Formula 1, we're seeing more and more sports bodies recognize the value of free-to-air TV partners.

2. Give smaller sports a chance

There are many sports that have the potential to gain traction with children through exposure. Shining a spotlight on lesser-known sports and finding a cost-effective way to broadcast them would be great for sports in general.

This is also an opportunity to correct the inequality between men's and women's sports. Many media experts will say that women's sports do not attract enough viewers to justify the expense of broadcasting. But when exposure increases fan base, it becomes a quandary. What we've seen from what's happening in the US with the WNBA and women's soccer is that if you're brave enough to stay the course and invest in a sport for the long term, you can build an audience.

3. Peripheral content is the new core

We know that the more channels children have to show their fan base, the deeper and stronger the fan base becomes. On average, children engage with sports across 4.7 different channels, and the content resulting from the live experience makes up the majority of a child's sports consumption. The type of content they enjoy is also extremely diverse, from official content to unofficial fan-made content.

The live sports moment will always be there, but the focus should be entirely on what content you can create before and after. A look at the current development of sports such as MMA and boxing and their increasing popularity among children shows that this is possible – and other sports should benefit from it.

This article by Maurice Wheeler originally appeared in children's screen's Q3 2024 magazine issue, which you can read here.

Maurice Wheeler is CEO of We Are Family UK, the world's largest full-service specialist agency group
with children, young people and their families. He has been at the forefront of developing audience-focused strategies for more than 20 years.