LONDON: Saudi Arabia’s Gen Z is changing how sport and entertainment are discovered, followed and monetised in the Kingdom, according to a new report by Dentsu Sports International.
The report, KSA Youth PowerPlay, said younger audiences are moving away from traditional, linear fan habits and instead engaging through a mix of short-form video, creator-led communities, live experiences and gaming.
Ali AlJehani, senior vice president for MENA at Dentsu Sports International, said Saudi Gen Z are not only participating in sport and entertainment, but reshaping how both industries function.
“Fandom is now built across a connected ecosystem of content, community, participation and gaming, and that requires a different level of understanding from brands and rights holders,” he said.
The report draws on Dentsu Sports Analytics’ Decoding 360 study of more than 30,000 sports fans globally, alongside regional expertise.
It found that Saudi fans have an average of four distinct drivers of interest, compared with 3.3 globally, suggesting a broader and more fluid relationship with sport.
YouTube, TikTok and Snapchat are identified as key discovery platforms, with Dentsu saying they are used for highlights, commentary and social interaction as much as for entertainment.
Gaming has become another central pillar. More than four in five Gen Z consumers in Saudi Arabia describe themselves as video game fans, with esports and gaming culture now sitting alongside sport as part of a broader entertainment identity.
The report also points to rising participation rates, with seven in 10 Saudis aged 18 to 29 saying they take part in physical activity at least once a week.
But the motivations are shifting, with social connection and shared experiences becoming more important than traditional health goals.
For brands, the report suggests the shift is changing expectations around sponsorship.
Younger audiences are placing more value on access, experiences and contributions that deepen their connection to sport rather than simple visibility.
