Tennis is a sport with a long history and a rich tradition. However, as with many other sports, it faces the challenge of engaging a younger generation. Studies have pointed out that the median age of viewers for both the WTA and ATP is now in the late-50s, and this trend has been on the rise for several decades.

As we look toward 2030, it’s important to note that millennials and Gen Z will make up 41% of the global population. To maintain the sport's viewership and relevance, tennis needs to engage younger fans by adopting new strategies.

This includes enhancing off-game engagement through social media and making in-game changes to appeal to the fast-paced nature of younger audiences.

Social Media: Connecting with the Next Generation of Tennis Fans

The role of social media in engaging younger audiences cannot be overstated. Over the past decade, platforms such as Instagram, Twitter, Facebook (Meta), and TikTok have revolutionized the way fans interact with tennis players, tournaments, and the sport as a whole.

Top tennis players like Rafael Nadal, Novak Djokovic, and Serena Williams have made use of their social media platforms to stay connected with their followers, offering insights into their day-to-day lives and personalities. For example, during the COVID-19 lockdown in 2020, Nadal actively posted content on his social media, keeping his followers engaged despite the lack of live tennis.

Tournament organizers have also stepped up their social media efforts. Major tournaments like Wimbledon and the US Open have hired social media managers to create compelling content. In 2019, Wimbledon teamed up with TikTok to reach younger fans, creating exclusive behind-the-scenes content. Furthermore, in 2021, the Lawn Tennis Association (LTA) broadcast the Billie Jean King Cup between Great Britain and Mexico live on TikTok—marking the first-ever live sporting event on the platform in the UK.

Influencers have become valuable partners in bringing tennis to a younger demographic. The United States Tennis Association (USTA) has partnered with over 100 influencers to share their personal stories and engage with fans across social media. Similarly, the Wuhan Open enlisted retired tennis star Li Na as a global ambassador, using iQIYI, a Chinese video streaming platform, to recruit young volunteers and promote the tournament.

As Instagram and TikTok continue to dominate among Gen Z and millennials, these platforms are pivotal in attracting younger viewers. Studies, like the 2021 Euromonitor International’s Voice of the Consumer: Digital Survey, show that 68% of Gen Z and 63% of millennials use Instagram multiple times a day. Top young players like Naomi Osaka, Denis Shapovalov, and Alexander Zverev have embraced Instagram and TikTok, creating short, engaging, and eye-catching content that resonates with their peers.

Innovating Tennis Formats to Appeal to Younger Audiences

In addition to social media engagement, changes in the format of tennis itself can help attract younger viewers. Tennis has traditionally been a long, drawn-out game with matches sometimes lasting several hours. However, this slow-paced nature has begun to change. One of the key innovations in recent years has been the introduction of the shot clock.

First used at the Next Gen ATP Finals in Milan in 2017, the shot clock gives players 25 seconds to serve. This rule has been adopted by major tournaments like the US and Australian Opens to speed up the game and appeal to younger viewers.

Shorter formats, such as Fast4 tennis, have also been introduced to make the game faster. Unlike traditional tennis, Fast4 requires players to win four games in a set, making it a much quicker format. Although the traditional scoring system is still in use at Grand Slams, Fast4 has been tested at smaller events to gauge its appeal. Tennis also experimented with no-ad and no-let scoring to further speed up play.

A more recent innovation is the Ultimate Tennis Showdown, introduced by coach Patrick Mouratoglou in 2020. This new format splits matches into quarters, each lasting 10 minutes. The player with the most points at the end of each quarter wins that segment of the match. Additionally, players are mic'd up during the match, and live interviews take place mid-game. According to Mouratoglou, this format was designed to cater to the fast-paced preferences of younger viewers and bring in a new generation of fans.

Striking the Right Balance for the Future

While tennis works to attract younger audiences through social media engagement and game format innovations, it must also ensure it doesn’t alienate its older fan base. Older viewers still make up the majority of the sport’s audience, and losing them could be detrimental to the sport’s future.

By offering a mix of modernized and traditional formats, tennis can expand its audience base without losing its essence. Whether through faster-paced matches or more immersive social media engagement, the sport has the potential to thrive in the digital age and grow its fanbase across generations. Ultimately, tennis can evolve to meet the demands of younger viewers while remaining rooted in the history and tradition that has made it such a beloved sport for so long.