The emergence of technology has impacted the way consumers interact with today’s trends and entertainment. Sports content has seen a new era of distribution across platforms like TikTok, Snapchat, Twitter and more. Dentsu Innovation Initiative and Overtime conducted original research to explore some of the different ways that Gen Z, Millennial and Gen X sports fans engage with sports content across linear television and digital platforms. The report covers several findings from each demographic along with qualitative takeaways for brands to keep in mind.