<\/p>\n
\n\tLONDON:\u00a0Saudi Arabia\u2019s 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.<\/p>\n
\n\tThe report,\u00a0KSA 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.<\/p>\n
\n\tAli 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.<\/p>\n
\n\t\u201cFandom is now built across a connected ecosystem of content, community,\u00a0participation\u00a0and gaming, and that requires a different level of understanding from brands and rights holders,\u201d he said.<\/p>\n
\n\tThe report draws on Dentsu Sports Analytics\u2019\u00a0Decoding 360\u00a0study of more than 30,000 sports fans globally, alongside regional expertise.<\/p>\n
\n\tIt 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.<\/p>\n
\n\tYouTube, 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.<\/p>\n
\n\tGaming 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.<\/p>\n
\n\tThe 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.<\/p>\n
\n\tBut the motivations are shifting, with social connection and shared experiences becoming more important than traditional health goals.<\/p>\n
\n\tFor brands, the report suggests the shift is changing expectations around sponsorship.<\/p>\n
\n\tYounger audiences are placing more value on access, experiences and contributions that deepen their connection to sport rather than simple visibility.<\/p>\n<\/div>\n
\u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source www.arabnews.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LONDON:\u00a0Saudi Arabia\u2019s 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,\u00a0KSA 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 […]<\/p>\n","protected":false},"author":2,"featured_media":2392998,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25172],"tags":[],"class_list":["post-2392997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/Saudi-Gen-Z-reshapes-sport-and-entertainment-landscape-new-report.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2392997","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2392997"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2392997\/revisions"}],"predecessor-version":[{"id":2392999,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2392997\/revisions\/2392999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2392998"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2392997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2392997"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2392997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}