Join YouGov's Youth Sport Tracker webinar to uncover how fandom, participation and media habits are changing across the next generation.Register for the webinar

The reality is sport is competing harder than ever for young people's attention.

From social media and streaming platforms to gaming and esports, today's youth audiences have more entertainment choices than any previous generation. For sports organisations, understanding how young people spend their time, what drives fandom, and what encourages participation has never been more important.

Join YouGov Sport’s research experts on 1st July, 11am BST, as we reveal the latest findings from our quarterly Youth Sport Tracker, providing a comprehensive view of how 6 to 17-year-olds engage with sport, media and culture today.

Built from a nationally representative sample of young people across the UK, the tracker combines fandom, participation, attitudes and media consumption to help organisations understand the realities shaping the next generation of sports fans.

During this session, we’ll explore:

  • How kids discover, watch and engage with sport today (TV, social, gaming, influencers)
  • The drivers of fandom – from favourite teams to athlete and influencer impact
  • What stops children participating in sport (confidence, access, competing interests)
  • How values, identity and culture shape sports engagement
  • The role of gaming, esports and digital content in shaping fandom journeys
Register todayGet in touch

Meet the speakers

Two speakers for a webinar, photos and titles - sean miller and caitlin allen

Sean Miller, Head of Consumer Sport – UK, YouGov Sport

Sean Miller leads YouGov Sport’s consumer research team based in the UK, working with many of the biggest rights holders, teams, broadcasters and brands operating in the sports space.

He has 10 years' experience in the sports market research sector across both agency and client-side, with a focus on devising innovative and bespoke research solutions to address client challenges.

Caitlin Allen, Senior Research Analyst, YouGov Sport

Caitlin Allen is a Senior Research Analyst at YouGov Sport with five years’ experience in sports research and marketing. She works with leading organisations such as The FA, Arsenal and WSL Football, delivering insight-driven projects while managing key client relationships. Prior to YouGov, she developed her consultancy expertise at Two Circles, focusing on revenue growth, sponsorship, and fan engagement strategies.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality

Subscribe to the YouGov newsletter