Trends and unexpected findings on content, viewing styles and spending among Ukrainian sports fans

In May 2026, Ukrainian betting brand GGBET UA took part in a panel at the Sports Business Club Summit Ukraine, the country’s fifth All-Ukrainian Sports Marketing Conference. Representatives of FC Polissya Zhytomyr, adidas Ukraine, Tribuna.com and sports journalist Dmytro Povoroznyuk joined the discussion, which focused on how different generations of Ukrainian fans – especially Gen Z – engage with modern sports.

The discussion was based on a study conducted by GGBET UA and the panel’s respective audiences and subscribers. The online survey gathered 937 responses: 38% from Gen Z, 54% millennials and 8% Gen X.

By 2030, Gen Z or ‘Zoomers’ will make up 40% of the global consumer audience. In recent years, the idea that it’s becoming increasingly difficult to gain the attention of modern youth has gained traction. In accordance with this notion, Gen Z is unlikely to watch long sports matches or go to a physical stadium. The study set out to test these assumptions within a sports-interested audience and some results were surprising.

It’s important to note that this study’s results may differ from those of other studies among a broader audience, since this study was conducted among people who are to varying degrees interested in sports.

Online viewing: frequency, formats and preferred sports content

Do Zoomers watch matches?

Firstly, a general stereotype of Gen Z is that the demographic avoids long-form content was disproved. The study showed 54% of Zoomers watch matches several times a week or more – almost on a par with millennials at 57%. Gen X remains the most consistent, with 71% watching matches several times a week or more.

Watching sports online is a basic way all generations engage with sports, with 94% of Gen Z, 96% of millennials and 94% of Gen X consuming sports this way. It was established that this is primarily due to the war in Ukraine, where martial law has significantly reduced fans’ ability to visit stadiums

Priority format: full matches versus short-form content

When asked the question ‘what do Ukrainian sports fans watch most often, full matches or short-form formats?’ another stereotype was shattered, with 49% of Gen Z, 44% of millennials and 56% of Gen X choosing a full match. The key takeaway here is that almost half of each group (51% of Gen Z, 56% of millennials and 44% of Gen X) prioritised short content formats including highlights, social-media results, TikTok/reels and quick overviews.

This finding shows that fast content matters, but full matches still hold strong appeal across generations. This suggests brands operating in the sports industry must invest in developing short content. The question then becomes what kind of content: purely sports-based, or is it worth focusing on entertainment?

What sports content do fans like?

Respondents were asked to choose the sports content formats that interested them the most, with multiple options available such as entertainment/memes, highlights, analysis, stats, expert commentary and live broadcasts.

Live broadcasts ranked first for all generations (70% of Gen Z, 64% of millennials and 72% of Gen X). Alternative broadcasts with streamers ranked last, chosen by only 12% of Gen Z, 7% of millennials and none of Gen X. The results found a clear generational trend: interest in non-match entertainment content rises sharply from Gen X to Gen Z.

• Gen Z are the top fans of short-form entertainment content like memes, player categories and behind-the-scenes clips, but also show strong interest in analytical and informational formats, with demand spread evenly (20%-24% per category).  
• Millennials prefer short overviews, match analysis and statistics (21% each). They enjoy entertainment content but less intensely than Gen Z.  
• Gen X are the biggest fans of match analysis (34%) and show minimal interest in entertainment content or short highlights.

Offline viewing: stadium attendance, expectations and second-screen behaviour

The war in Ukraine has significantly impacted stadium attendance. Of all respondents, only 16% go to the stadium, although a significant proportion does so regularly. 47% of Gen Z, 45% of Millennials and 58% of Gen X watch matches offline several times a month or more often.

Despite the current circumstances, stadium-going audiences remain highly loyal, and the likelihood is it will rebound in peacetime. A question mark remains over how fans’ expectations will have changed long term.

Viewing expectations

For Ukrainian fans, across all generations, the key elements of in-person viewing are the match itself (75% of all respondents) and the stadium atmosphere and people’s behaviour (65%). Other priorities include: 

• Good organisation and minimal queues – for 45% of Gen Z and 46% of millennials
• The stadium as a social space – 65% of Gen Z spend time with friends during matches
• Interaction with players, which only Gen Z clearly prioritised (37%). For Gen X, socialising matters far less, with only 25% placing value on being with others during a sports match.

It was noted that pre-match and halftime activities, especially those involving players, are powerful engagement tools. Panel participants highlighted examples:

• FC Polissya players interact with fans after matches whenever possible and host signing sessions and meet-and-greets. 
• GGBET UA’s entertainment zones at FC Dynamo Kyiv and FC Polissya matches attract large crowds and help set the mood.
• adidas Ukraine’s away fairs allow fans to buy items at the venue and have them signed by players.

The second screen

It became clear that older and younger generations have different approaches to engaging with content. 75% of Gen X almost never use their phones while watching a match. Zoomers and millennials, accustomed to multitasking, actively use their devices:

• 52% of Gen Z and 50% of millennials take photos or videos 
• 37% of Gen Z and 34% of millennials chat via messenger apps, while the same percentage of fans view statistics, predictions and other supplemental information
• 23% of Gen Z and 22% of millennials place bets during matches

Even with in-person match viewing, sports brands have plenty of opportunities to engage with fans. Even with in-person match viewing, sports brands have plenty of opportunities to engage with fans. Tribuna.com’s editor-in-chief, Oleh Shcherbakov, noted that the online publication intentionally builds around the second-screen concept, offering apps with fast-updating stats, live reports and analysis. Furthermore, GGBET UA’s CEO, Sergii Mishchenko, highlighted that live betting at stadiums gives fans a sense of advantage, noting bookmakers should support this with fast odds and markets updates, easy match search, and more.

Money in sports: what different generations spend on

The study also revealed distinct spending patterns between the groups. Only two categories were shared across all generations – betting and food/entertainment while watching matches. Gen Z were the only group whose top spending category is subscriptions and paid content (33%). Zoomers grew up with a strong culture of respecting copyright and are comfortable paying for digital content. They also spend the most on sports merchandise (18%).

Meanwhile, Millennials and Gen X share identical top spending categories for tickets, betting and food/entertainment at matches. Among millennials, 14% buy merchandise and 20% pay for subscriptions. Gen X spend the most on tickets (39%) and the least on merchandise (6%).

Zoomers – the generation that will be among the largest consumers of services in 10 years – is already developing the market for paid sports content. That’s good news for sports publications that are actively developing the sports industry.

Note: This study does not claim to be universal, but it does provide a better understanding of what various generations of Ukrainian fans find important, interesting, and not so interesting. Its results may be useful for brands and organisations that operate in the Ukrainian sports industry or plan to enter this market.