Winning in the ‘For You’ economy

Over the past two decades, there has been a seismic shift in the competition for human attention and in how we engage with media. At its core, sport, like all other forms of media, monetises the attention of its audiences and is therefore a key player in the modern ‘attention economy’.

As the supply of new content explodes and total media consumption per person begins to plateau for the first time in history, human attention has become the ultimate scarce resource. Yet amid this intensifying battle for attention, sport is uniquely positioned to win.

In this article, Alastair Hunt and Imogen Thom explore the dynamics reshaping the attention economy and outline what sports properties must do to stay ahead.

Alastair Hunt

Strategy Consulting Director

ATTENTION IS BEING SQUEEZED

We live in a world where human attention has become one of the most valuable currencies. The supply of content and information continues to grow exponentially, while demand is limited by our finite capacity to pay attention. As in any economy, the tension between supply and demand determines value, and attention has become the defining battleground.

Yet today, it is no longer just an ‘attention economy’; it is a hyper-personalised ‘For You’ economy – one where algorithms shape what we see, when we see it and how long we stay.

DEMAND: REACHING PEAK SCREEN TIME

For the first time in history, our demand for media is beginning to plateau.

Drawing on a range of data sets, we modelled how much time the average person around the world spends with media, across print, radio, TV, computers, mobile and more. In the US, time spent with media has risen steadily since 2008, the year the Apple App Store launched. As the chart above shows, the average US adult’s daily media consumption grew by 32% between 2008 and 2024, driven largely by the surge in mobile use.

Yet what is most striking is that this long period of growth has now stalled. Between 2022 and 2024, total time spent with media did not increase at all – a first in recorded history. This pattern is playing out around the world too. The Financial Times recently asked, “Have we passed peak social media?”, noting that usage appears to have peaked in 2022 and is now in gradual decline, especially among younger audiences.

The logic is simple: there are only so many waking hours we can spend in front of screens. But the implications are profound when considered alongside what is happening to supply.

SUPPLY: 114,OOO YEARS & COUNTING 

As demand for media plateaus, the supply of content continues to explode.

In 2008, it would have taken around 15,000 years to consume all the new video, audio and text created that year alone. Consider how different the media landscape was then – Netflix were still sending DVDs in plastic wallets and there were no podcasts and no TikTok. Suddenly, that 15,000 years no longer seems like so much.

By 2024, humanity created an astonishing 114,000 years’ worth of new media – an increase of more than 7.5x since 2008. And the pace is still accelerating. In July this year, 9 of the world’s 100 fastest-growing YouTube channels were entirely AI-generated.

Fuelled by new formats and supercharged by artificial intelligence, we project that by 2034 the world will produce over 200,000 years’ worth of new content every year.

DEMAND IS PLATEAUING SUPPLY IS EXPLODING

The supply side of the attention economy is exploding, just as our demand for media, for the first time in history, begins to plateau. Demand is finite, while supply is effectively infinite, and that imbalance is creating an unprecedented squeeze on human attention.

This squeeze is making it harder than ever for creators to reach casual audiences. Each of us is being pulled in countless directions by extraordinary competition for our attention. Yet we believe sport is uniquely placed to buck this trend, powered by the deep emotional connection fans feel towards its IP.

THE OUTLOOK FOR SPORTS

Even as attention becomes scarcer, affection is in ever greater demand. In a world saturated with content, sports remains one of the few shared experiences capable of commanding both the time and the emotional investment of its audiences.

That power is reflected in the numbers. In 2024, people around the world spent an estimated 3 trillion hours consuming sports, up from 1.3 trillion in 2014. And despite the broader plateau in media consumption, 82% of sports fans say they watched as much or more sports this year than last. Sport’s share of total media time has risen from 6% to 10% since 2008 – a remarkable gain in an era defined by fragmentation.

At a macro level, this shows sport’s resilience in an attention economy where most other categories are fighting for scraps. At a micro level, it highlights the challenge, and the opportunity, for every property: to continue earning that affection, deepening engagement and staying relevant in an increasingly competitive landscape.

Imogen Thom

Lead Content Strategist

HOW WILL SPORTS WIN

Working in the content world means I spend a lot of my time thinking about fans and, directly or indirectly, engaging with thousands of them every day. We take a different approach to storytelling across social, always focused on turning fleeting moments of attention into lasting affection. From live broadcasts to social storytelling, we help fans connect in real time, using data to create more direct and personalised engagement at scale.

One affection-building strategy I want to highlight is perhaps a little less obvious. To truly stand out, properties need to embrace the fast-moving, ever-evolving digital landscape – one driven by an abundance of content – and actually create more of it. The ‘For You’ nature of modern consumption demands it. With choice at an all-time high, there’s opportunity in that: more choice means more room for personalisation, more chances to land the right message at the right moment. At a broader level, we believe more properties should look to double the volume of content they’re producing, but just as importantly, triple the genres within which they’re publishing.

DOUBLE YOUR CONTENT:

What’s the play? 

Sports properties need to double the amount of content they create. That doesn’t just mean more volume for its own sake, but more variety, giving fans fresh ways to engage across different contexts. The spectrum of fandom allows all shades of a moment to come through. Every game, every storyline, every player moment can be stretched into multiple creative outputs with distinct, cut-through content. And when the truly big moments arrive, goals, trophies, records – content should be multiplied fivefold. These spikes in attention are your most scalable assets, but only if you’re ready to meet the surge with the right formats, on the right platforms, for every type of fan. The ‘For You’ economy will reward it.

Why does it matter? 

We are living and trading in the ‘For You’ economy: personalised feeds mean we’re not just competing for attention with other sports content, we’re competing with music, fashion, culture. In this environment, one size no longer fits all. These are the same dynamics that have driven the 7.5x in content production since 2008. By doubling content, rights holders can create more entry points into fandom, creating relevance and building deeper, longer-lasting affection rather than just landing fleeting attention.

Who’s doing it well? 

The International Canoe Federation is a powerful case study. Operating across ten very different disciplines, many of them niche, they faced the dual challenge of low mainstream visibility and high production costs.

As Stuart Roach, Global Director of Growth and Communications at the International Canoe Federation, explains:

By rethinking how we plan, capture, and distribute content, we’ve made our host broadcast operations far more efficient without comprising on quality. The gains we’ve made have allowed us to reinvest in producing more digital and social content while maintaining our high standards. In 2025, we produced 338 videos, that’s over 10x more content than in 2024. We’re not just making more content, we’re making it smarter, tailoring it to different audiences, formats, moments, and helping us share more of the stories around our sport.

 

View this post on Instagram

 

A post shared by The World Games (@theworldgames)

TRIPLE YOUR GENRES:

What’s the play? 

Winning in today’s attention economy also means tripling the genres your IP plays in. Genres here are the cultural spaces that IP shows up: everything from food and music to fashion and national identity. By identifying the “white space”, where growth audiences and the IP owners brand overlap with new cultural genres, properties can stand out in fresh, authentic contexts and borrow the affection of adjacent passions. This can be achieved in several ways. Brands and rights holders are expanding the type of content they share, recognising that sports content alone is no longer sufficient for cut through. At this year’s Masters, the most engaged golf tournament in history, 11 out of the top 20 posters were off-course moments. Building strategic partnerships around your IP is another way to reach new audiences and strengthen credibility.

Why does it matter? 

At a sports level, 50% of sports fandom are “made by 14” and they’re more or less locked in by 30. It’s no surprise that in this context, building entirely new fanbases is a challenge. It therefore makes sense to rely on the knowledge that affection travels by association. By intersecting with other cultural spaces, sports properties can meet fans where they already are, borrowing and sharing emotional connection rather than trying to create it from scratch. This same principle plays out in other sectors, from the AFOL (adult fans of Lego) community, where they have quadrupled their adult buyers through strategic and intentional IP association, to entertainment crossovers where sports show up in gaming, reality shows and even theatre.

Who’s doing it well?

The Overheard at Wimbledon series is a standout example of how an IP can evolve its storytelling to meet audiences where they are. Moving beyond traditional match coverage and into witty, off-court cultural commentary, to capture the spirit of the tournament in a way that felt current and culturally fluent. It invited audiences around the world to share the experience through tone, humour and a sense of place. By entering a space more often associated with entertainment, Wimbledon went beyond their typical genres yet told the story of the tournament authentically within their brand, generating over 16 million views and 733,000 engagements.

SO WHAT’S NEXT:

In a world where every platform, brand, and creator is competing for moments of relevance, sport stands apart. Sports has the ability to unite emotion, identity, and community, giving it an edge few can match. Winning in the ‘For You’ economy will depend on how we can reimagine how fans experience sports, wherever and however they choose to engage. The organisations that see every interaction as a chance to build deeper fandom, not just reach, will be the ones that turn fleeting attention into lasting connection.

Interested in finding out more? Say hello at hello@twocircles.com