Exploring Generation Z's young adult male NBA media habits : implications for live TV
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This project uses semi-structured interviews to examine a subset of Generation Z, specifically males between 18 and 25 years old, their media consumption habits regarding the National Basketball Association (NBA) and how it will affect the future presentation of the game on live linear television. Talking with NBA fans located on the East Coast, this project examines how their viewing habits could change how the league markets linear broadcasts to pique their interest. To examine the different ways the NBA can address this, this study looks through several areas including sports fandom, how sporting events and content about said games are currently consumed and what must be done to account for the technology and social media explosion. Under a uses and gratifications theory framework, this study will focus on how and why this subset seeks out content to satisfy needs when it comes to media consumption. The understanding of behavior and motivational factors for how and why Generation Z consumes sports content could give valuable insight to additional sports leagues and news outlets on what they should invest in long term. Semi-structured interviews will be conducted with 10 people within the 18-to-25-year-old age range to answer the following research question: What are these participants actively consuming now with regards to NBA content and why are they making said choices?
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M.A.