The Gen Z Playbook: The top 15 demands from Gen Z revealed to make the NFL & NBA more appealing again.
The relationship between Gen Z and U.S. sport has been rocky over the past few years. While previous generations grew up watching NFL Sundays and NBA playoff runs, today’s 18–24-year-olds are choosing to tune out.
In 2025, only 11.5% of NBA viewers are of that generation, and just 27% of young adults now identify as NFL fans.
When looking at sports in general, Gen Z is far less likely to call themselves avid sports fans when compared to millennials—a shift that could continue to impact viewership numbers dramatically.
However, more generally, sports viewership is on the decline across the states, with the 2024-2025 NBA regular season seeing a 2% decline in viewership, the lowest viewership since the 2020-2021 pandemic season.
For the NFL, it isn’t much better. Their viewership declined 2.2% during the 2024–25 regular season, with three of its five broadcast packages losing audience share.
This isn’t just bad news for the leagues, it’s a potential blow to all that rely on fan engagement, whether that’s merchandise, streaming or even sports betting.
So why the disconnect?
For the NFL, it’s a mix of slow-paced action, complex rules, and soaring ticket and streaming costs. Many young fans would rather catch the highlights than sit through a three-hour game.
For the NBA, it’s the growing sense of predictability, driven by a three-point-heavy style of play, or frustration with star players sitting out games to stay fresh for the playoffs. The recent issues of tanking and underdeveloped rosters are also seemingly adding to the fatigue of young fans across the country.
At Time2play, we wanted to get answers on this problem and find out what is going on. Our study simply asks why this generation is tuning out from watching these two historic American sports and how these two leagues can get the support of a younger audience back.
About the data
To get to the bottom of this, we ran a survey and asked 1,000 American NBA and NFL fans between the ages of 21 and 28 what turns them away, what keeps them hooked, and what they would like to see from each sport going forward.
Top demands from NFL & NBA Gen Z fans
Top 10 Gen Z NFL demands
| Demand | Percentage of those surveyed |
|---|---|
| Reduce the number and/or length of commercial breaks | 46.7% |
| Introduce a running game clock like in soccer or basketball | 45.5% |
| Introduce power plays to make it more exciting, like the NHL | 42.5% |
| Replace overtime with sudden-death/ shoot-out format to make overtime shorter and more intense | 41.9% |
| Ban intentional clock-stopping penalties (e.g. deliberate faults to conserve time) | 39.8% |
| Introduce a max timeout usage similar mound visits in MLB | 39.2% |
| Limit the number of penalty flags per team per half to keep the game flowing | 37.1% |
| Keep the game clock running during dead-ball situations | 36.7% |
| Include continuous substitutions without stopping the clock, like the NHL | 33.1% |
| Reduce or eliminate timeouts, or shorten the timeout duration | 32.8% |
Top 5 Gen Z demands for NBA
| Demand | Percentage of those surveyed |
|---|---|
| To reduce tanking, eliminated teams from the playoffs earn draft-elimination wins, like in women’s hockey | 50.8% |
| Lower the number of games in the season, like in the NFL | 42.1% |
| Spread the season out longer, like in the MLB | 42% |
| Replace overtime with a sudden-death/shoot-out format to make overtime shorter and more intense | 37.3% |
| For inconsistent officiating, introduce mic’d up refs or VAR like the NFL & MLS | 36.7% |
What is currently stopping Gen Z from enjoying the NFL & NBA?
Let’s start with the NFL. According to our survey, 56% of Gen Z respondents said that they’re tired of commercials continuously breaking the flow of games. 47% also felt the league has shifted its focus too much toward celebrity culture, rather than the game itself. A further 42% highlighted that inconsistent and controversial officiating now makes it hard to enjoy the league.
Likewise, for the NBA, Gen Z fans also voiced their frustration on celebrity courtside culture, with 43% of fans stating the league feels more focused on celebrities and pop culture than basketball.
Thirty-eight per cent expressed that they miss the creativity and personality that used to define different teams, stating that the game is starting to feel too focused on efficiency and analytics. Finally, the third main reason why Gen Z fans are showing less enjoyment for the NBA is the issue of load management, with 36% stating they’re frustrated by not knowing if star players will play in big games or not.
What is actually making Gen Z turn off these sports?
For NFL fans, the biggest issue is cost. The majority of respondents said tickets and subscription services are just too expensive and often result in them not attending or watching live games (63%).
While the rise of international games is great for global growth, it’s also leaving the American youth behind, as Gen Z claimed accessibility to games is a key issue for stopping them from watching the sport (38%).
Although some NFL fans love watching their team play in freezing conditions, it’s not quite doing it for Gen Z fans, with 33% saying that bad weather stops them from attending games in person. On par with the weather is the problem with the length of games, with a third (33%) also expressing concerns that NFL games are just too long to watch. They have a point: the average game lasts over three hours, with only 11 minutes of actual play.
NBA fans share similar concerns. Ticket prices and subscriptions top the list again, with 57% saying they’re too high. Meanwhile, 36% pointed to negative or aggressive fan behavior as the reason they avoid attending games. And while “tanking” isn’t a new concept, it’s beginning to annoy younger fans, with 40% saying that they are choosing not to watch games due to their teams seemingly not even trying to win. After all, if the team doesn’t care, why should the fans?
Finally, 33% of Gen Z NBA fans said there are simply too many games packed into a short season, making it hard to keep up with them at all.
Are competitions and in-season events putting Gen Z off?
If the league was hoping that in-season events like the NBA Cup or the All-Star game would spark new interest, it looks like they may have missed the mark. In fact, almost a quarter (23%) of Gen Z fans say they tune out because they simply don’t care about these events.
Even the biggest U.S. sporting event of the year could be holding Gen Z fans from enjoying the sport. The Super Bowl, once guaranteed ratings, is starting to lose its shine in the eyes of Gen Z, with a massive 78% of younger fans claiming it has now become predictable and boring due to the same teams constantly in the spotlight and taking home the Lombardi trophy.
Changes Gen Z would enforce to make the NFL more entertaining
Almost a third (27%) of young NFL fans say the rules are too complex or confusing, with 22% admitting they don’t fully understand them all.
From the infamous “Tush Push” to automatic first downs on defensive penalties, roughing-the-passer calls, and over-the-top QB protection, the NFL has no shortage of confusing and debatable rules.
So, we asked Gen Z the question: To make NFL games faster and more entertaining, which rule changes would you enforce?
First up, commercial breaks. Not technically a rule, but a major downside of the game. Nearly half (47%) of respondents want them shortened during games. However, when discussing current rules, an additional 40% expressed that they believe it’s time to ban intentional clock-stopping penalties that slow the game down.
Another 37% want to limit the number of penalty flags per team, per half to keep the game flowing, and the same percentage of respondents also want the clock to keep running during dead-ball situations.
A bold call to finish on, but Gen Z are also saying no to timeouts, with 33% wanting to remove timeouts entirely from the game.
Gen Z want the NFL and NBA to be more like these other U.S. sports
When it comes to making the NFL and NBA more exciting, Gen Z are open to borrowing ideas from other leagues. Whether it’s NHL-style brawls or MLS drama, younger fans are all for shaking things up, and they’ve got some suggestions below.
NFL suggestions from Gen Z
| For the NFL, Gen Z fans want: | Percentage of those surveyed |
|---|---|
| A running game clock like in the MLS to keep things flowing | 46% |
| To take a piece of the NHL and introduce power plays | 43% |
| To spice up overtime with a sudden-death or shoot-out format similar to the NHL and MLS. | 42% |
| To introduce a timeout usage rule, similar to how MLB have limits to visiting the mound | 39% |
| To go all out and allow NHL-style fights to make things more entertaining | 30% |
NBA suggestions from Gen Z
| For the NBA, Gen Z fans want: | Percentage of those surveyed |
|---|---|
| To adopt a PWHL-style draft system, which would see teams that don’t make the playoffs earn draft positions based on post-elimination wins | 51% |
| Fewer games like in the NFL, or at least a more spread-out schedule like in the MLB | 42% |
| A more thrilling overtime, with Gen Z also suggesting a penalty shoot-out format | 37% |
| To ditch instant replay and introduce a VAR-like system like in the MLS, to fix inconsistent officiating | 36% |
| To boost local talent by implementing a Homegrown Player Rule, like in the English Premier League, to cap the number of international players per squad | 34% |
The NBA’s political stance is driving Gen Z away
It’s not just rules that are driving the younger audience away from the NBA. From anthem protests and Black Lives Matter visibility, to pride nights, the league has celebrated and woven activism into its identity.
While these efforts have garnered well-deserved praise from many, it appears Gen Z are not impressed, as only 29% actively support the NBA’s political stance, while 33% admit they now watch less basketball because of it.
Gen Z want less tradition and more TikTok culture
In recent years, the NFL and NBA have both acted on player celebrations, especially those deemed controversial. But according to Gen Z, they have become too restrictive, sucking the fun out of the game.
More than half of respondents (63%) say that celebrations make the NFL more entertaining, calling for fewer restrictions to let players show more personality, like you see in TikTok culture. In other words: bring back the dance moves and group routines.
Expanding on this, 70% of Gen Z NFL fans say they currently struggle to connect with the league because it feels too steeped in American tradition, making it harder for them and more global audiences to relate. When looking into this further, a further 46% claim they enjoy the NFL, but certain traditions feel outdated or exclusive.
Meanwhile, 32% of NBA fans say the sport is starting to feel outdated or boring, with fans wanting the league to embrace modern culture with viral moments and bold personalities.
What does each sport have to do to keep its Gen Z audiences engaged?
Gen Z isn’t switching off sport for no reason; they’re just not seeing enough reasons to stay tuned in. Between slow-paced games, outdated traditions, and a lack of modern flair, younger fans are craving something fresher.
NFL: Keep it fast, fun, and flexible
Gen Z want to keep it moving. They want faster games with fewer interruptions. That means cutting down commercial breaks, limiting timeouts, and reducing clock-stopping penalties.
Confusing rules are also not helping, with many finding the game hard to follow. Beyond the field, younger fans want more emotion and celebration, and fewer rigid traditions, with some even opting to choose more chaos, through NHL-style fights and penalty shoot-outs.
NBA: Ditch the pop culture
Gen Z feels the NBA has become too polished and pop culture-obsessed. They want less focus on celebrities and more basketball. Issues with player and game management is driving young fans away from the sport, with tanking and load management being major turn-offs for Gen Z. There’s also a need for changes to game flow, like fewer games and more consistent officiating. And while some political messaging is appreciated, for others, it is a reason for them to turn the TV off.
What Gen Z is asking for isn’t outrageous. They want sports to be faster, more engaging, and better connected to today’s culture. Without these changes, the NFL and NBA risk losing even more young fans, leading to a continued decline in viewership that could reshape the future of both leagues. If they want to keep Gen Z in the stands, or on the streams, they need to listen closely and update their playbooks before it’s too late.
Methodology
Data was gathered via a Pollfish survey of 1000 Gen Z NFL & NBA fans aged 21-28 who reside in the U.S. The survey was conducted in June 2025, and the percentages were calculated by dividing each answer count by the total unique respondents.
