New research from M&C Saatchi Sport & Entertainment has revealed a significant shift in the passion points of Australians, with gaming now surpassing AFL. The findings, part of the 'Passion Pulse’ 24 Report, indicate a change in media consumption patterns, particularly among Gen Z, with digital and social platforms eclipsing traditional media for engagement.

The report identifies over 330 unique passion points, many of which reach audiences of over 1 million Australians. It suggests that brands have untapped opportunities to connect with consumers through gaming and other diverse passion points. Luke Haynes, Strategy Director at M&C Saatchi Sport & Entertainment, is available for interviews on the findings.

Key findings from the report highlight the emergence of gaming and games culture as the top passion point for Australia, with around 11% of Australians over the age of 18 having a passion relating to this area. The report identifies 332 unique passion points, with at least 10 of these reaching an audience of over 1 million Australians.

Interestingly, 28% of sports fans do not watch the live match, suggesting a need for a new approach to amplify sports sponsorships through paid media. Gen Z are at least 2.5 times more likely to be consuming content on social media than via news, and 1 in 3 are getting their sports content outside of the game itself.

In terms of brand engagement, 12% actively seek out brands who support their passions, 13% buy more from brands who support their passions, 17% say they are more loyal to brands who support their passions, and 14% say they will recommend friends and family to brands who support their passions.

The research was conducted by M&C Saatchi Group’s marketing sciences division, Precision, utilising Dynata Global Australian Research Panel and delivered the survey via an online panel in August 2024 with a sample size of 1,520.

Luke Haynes, M&C Saatchi Sport & Entertainment Strategy Director, said, “Now in its third year, this research continues to present a picture of Australians’ passions which is massively enlightening - proving that we are a nation with highly diverse interests, from mainstream to niche, and engaged with in increasingly nuanced ways”. He added, “We know sport is often the first port of call for brands looking to connect to culture, and for good reason. But they’re overlooking a host of other amazing opportunities in different parts of culture and are often taking a channel approach that misses significant moments in the ways that Australians connect to the things they love - whether sport or otherwise.”