Author: Christopher Wise, GM/Director of Research, Designsensory Intelligence

I have studied human behavior in relation to purchasing habits for more than three decades. It has always been with wonder and awe that I have embraced both the sameness and the dynamic change in that behavior.

Generally, I have observed that shifts on an individual level are often guarded and move at one’s own pace. We tend to like stability or status quo in many aspects of our lives. We want and need the day-to-day familiar. But, when we do want something different, we want it and expect it now.

Shifts in Sports and Behavior

In tracking the behavior and sentiments of the American sports fan for many years, we have been able to see shifts in favored sports, the acceptance and adoption of new sports and the methods of consumption. Each year, changes happen at a slightly faster pace, so the status quo period may be shorter than in previous times. Communication has played a huge role in accelerating that decreasing time span.

Professionally, soccer has surged for a variety of reasons that have long been in the making. So, the shift was slow…and fast…at the same time. Esports have erupted seemingly overnight. Again, slow and fast at the same time. That growth was a matter of technology finding a way to help monetize the activity in order to make capital accessible, coupled with the coming of age of a generation which is electronically savvy out of the womb.

A Pandemic That Changed Everything

Now, during a world-wide pandemic, we see glimpses that change is being accelerated, while there is an undercurrent of sentiment that the “same” is what fans desire. But that expectation breeds disappointment when “same” is not delivered.

As we have completed wave after wave of sports fan sentiment research, we heard very clearly that the sports fan craved fresh sport events. They were content—for, oh, such a short time—with game/match/race replays, but soon tired of watching competitions where they knew the outcome.

We are a culture that craves strong, mostly friendly competition. We need to belong to a group supporting a team, a team that helps define who we are and allows us a sense of pride and community over and above that of the other team’s supporters.

A Virtual Dilemma

When sports came to a virtual standstill, we were sure we would watch any event that was available electronically. So, sports came back, slowly. It was the same…but not really. There were no or few fans in the stands to add that energy; abbreviated seasons; with sports  happening out of traditional seasonal play; fake crowd noise…you get the point.

Some fans (old and new to the sport) watched, with great anticipation, the first auto race, golf match, tennis tournament, soccer match, baseball game, basketball game and now the NFL. Many watched that first event and, being satisfied merely knowing that they can watch fresh content, aren’t returning to future events. And the initial viewership numbers—as we know from the opening NFL game—didn’t even come close to the 2019 season opener.

How could that be? They said they wanted it. Said they’d watch it. Confounding at best.

There are clearly other things at play. When they said they’d watch, they said that with the mind’s eye clearly focused on the way it had been in the past—with real fans there in droves to create the energy to withstand a three-hour baseball game, seasons that would be played when they are supposed to be played. There was no frame of reference for what the offerings turned out to be. So, under normal circumstances, they would have been right. They would have watched based on what they thought they knew. 

Additionally, there was something else going on. The population, weary of a life disruption that has gone on longer than many believed possible (remember, they have been conditioned to an instant gratification mentality), has a myriad of entertainment options that seeped into their lives while sports rested. They have choices and are happy those choices exist.

The Future Is Yet to Be Written

So, we circle back. Things are happening, slow…and fast. Adopting new behavior, based on altered offerings, takes time to become a habit. And we aren’t sure if the current offering becomes the offering of the future. Which leads to a greater feeling of weariness.

The mystery of the mind. Right now, you can’t be sure exactly what will happen, or at least at what pace. We must be empathetic and walk with the fans and customers as we culturally migrate to evolving offerings and the associated behavior.