SEOUL, June 3 (Korea Bizwire) — The MZ Generation that grew up with digital media are gaining interest in sports media content.
They are a combination of the Millennials, born after the 1980s and experienced both in analog and digital culture, and the Z generation, born after the mid-1990s in a digital environment.
The Korea Professional Sports Association released Tuesday a report on the perception and potential demand of professional sports based on data of social media users, which showed that 55.2 percent of people talked about sports media content during the fourth quarter of 2019, doubling from 24.8 percent in the first quarter of 2018.
Terms such as ‘live broadcasting’, ‘interviews’, and others frequently came up on search logs.
As for sports games, many people were interested in “FIFA Online,” “Winning Eleven,” and other soccer games. They also showed a tendency to consume professional sport content through audio podcasts.
The research was conducted by the Korea Insight Institute, which carried out a four-month analysis from Oct. 2019 to Feb. 2020 using unstructured data (texts, pictures, and videos) posted by social media users between Jan. 2018 and Dec. 2019.
The M and Z Generation spent 59 percent and 70 percent of their time, respectively, watching media content using mobile phones.
Ashley Song (email@example.com)