According to NHL research, 37 percent of hockey fans are female.
By JOE REEDY, Associated Press
One of the biggest stories in the NHL this season has been the increase in viewers in the league’s first year of its television contracts with ESPN and TNT. The league is also seeing unparalleled growth in female and younger fans that should have a big impact for years to come.
According to NHL research, 37% of hockey fans are female, including an eye-popping 26% growth in that demographic since 2016. Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.
Kali Mack — an Avalanche fan who lives in Colorado and is part of the league’s Power Players youth advisory board — said the recent growth comes as the league has showcased more of the human side of the game.
“We’re seeing more player interviews, family moments and those heartfelt things that happen off the ice, as well as this mix of the great highlights that we’re also seeing.,” she said. “That’s been really great to help get more people in the game because people who don’t know the sport will connect more with the human moments. And then the highlights will keep their attention.”
The increase among female viewers was higher during Wednesday night games on TNT. During the regular season, there was a 44% jump in female viewers compared to previous years, when the games were aired on NBCSN.
“Not only do we want to give our avid fans the content that they love, but how can we share it with casual and new fans and make sure that they feel welcome,” said Heidi Browning, the NHL’s senior executive vice president and top marketing officer.
The effort to grow connections has include social media. The league formed a content partnership with TikTok while the agreement with Turner led to Bleacher Report expanding its coverage and the B/R Open Ice vertical. Bleacher Report’s hockey site posted its most viewed month (35.8 million page views) in May and saw engagement triple compared to last year.
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Browning is also pleased with the NHL’s share of young fans. League research found that 80% of the users on its digital channels are Gen Z and millennial. The Power Players board, created in 2019, seeks the opinions of fans and social influencers ages 13-17.
Aiden Gunn, who is also part of the board, pointed to the changes in marketing for the growth.
“They’ve taken a less professional approach to their marketing. And I mean that in the best way possible. It’s so much more personal,” he said. “I truly believe that social media is basically an elevator pitch, you have two seconds to capture somebody’s attention. And I think (in) the NHL that’s entirely reflected in their marketing strategy recently. They’ve done so much better with sprucing up all of their content.”
Mack said of the things she has noticed from the board’s recommendations is more activity on TikTok showing things like the players walking into the arena, in the same way the pregame fashion choices have increased traffic on NBA and NFL sites.
The growth in younger fans should also lead to increased revenue in future seasons. Commissioner Gary Bettman said revenue should be in excess of $5.2 billion for this year. While the off-ice stories have helped, Bettman continues to stress it is also about the product on the ice.
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“The growth and interest starts with the game,” said Bettman before the start of the Stanley Cup Final.
The NHL’s efforts got a bonus Friday night as the final was pushed to Game 6 on Sunday night, where Tampa Bay will host Colorado and try to force a deciding Game 7 in its threepeat championship bid.
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Certainly! The article touches upon various facets integral to the NHL's recent growth and expansion in viewership demographics, particularly emphasizing the surge in female and younger fan engagement. Here's a breakdown of the concepts discussed:
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Increased Viewership and Demographic Changes: The NHL has experienced a substantial rise in viewership, attributed partly to its new TV contracts with ESPN and TNT. The data highlights a significant increase in female viewership, with a notable 26% growth since 2016, indicating a positive trend in attracting women to the sport.
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Impact of Content and Marketing: The league's approach in showcasing the human side of the game through player interviews, family moments, and off-ice stories has contributed to engaging newer audiences. This strategy resonates with both existing fans and newcomers, especially those who may not be familiar with the sport.
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Media Partnerships and Digital Engagement: Collaborations with platforms like TikTok and Turner's Bleacher Report have expanded the NHL's presence across social media, leading to increased engagement. The emphasis on creating personalized, relatable content has been pivotal in capturing the attention of younger fans, particularly Gen Z and millennials.
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Youth Involvement and Marketing Strategy: Initiatives like the Power Players youth advisory board, consisting of fans and influencers aged 13-17, have influenced marketing strategies to appeal to a younger audience. The shift towards more personal, engaging, and relatable content has been recognized as effective in capturing attention in the era of short attention spans on social media.
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Revenue and Game Quality: While off-ice narratives contribute to growth, Commissioner Gary Bettman stresses the importance of the on-ice product in driving interest. The quality of the game remains fundamental in retaining and expanding the fan base.
Overall, the NHL's multifaceted approach involves a blend of content strategy, media partnerships, youth involvement, and a focus on the game's quality to foster growth and sustain interest among diverse demographics. This concerted effort is not just about attracting new fans but also ensuring a welcoming environment for both casual and avid supporters.
