Opinion / Thomas Reynolds
Game of two seconds
Much of the live-sports industry is hotly anticipating the return of crowds later this year but in the meantime there’s growing concern about the next generation of viewers and how they are choosing to consume sports media. A recent report in Italy’s La Repubblica references research that Gen Z (those born between 1996 and 2010) no longer want to watch a full football match; they prefer to view well-packaged highlights.
Some companies are eagerly catering to these changing habits. Buzzer, an app that is currently in development, will allow users to pay for highlights from live sports, as and when they happen. The user receives a notification about the highlight, which they can then choose to watch for $0.99 [€0.82] on their mobile device. Buzzer’s goal is to work alongside the existing media-rights holders to expand value.
But is that really added value? Of course, my favourite part of a football game is when my team scores a goal. But if you lift it from the context of the entire match, the tournament and its history, you’re looking at something altered and abstract. Appealing to the habits and whims of a new generation could directly change the way an entire sport is viewed and valued – and potentially even influence the way it is played.
There’s beauty in a well-fought defensive display resulting in a draw and excitement when tension builds, with one team stringing a few passes together to gain momentum. There’s also nobility in defeat; the highs are much sweeter when you have tasted the lows. These moments define the game but are unlikely to make it onto any highlight reel. Surely that’s a worthwhile lesson in appreciation that extends well beyond rabid sports fans like myself.
Thomas Reynolds is Monocle’s managing editor based in London.