US: NFL expands its metaverse presence – But are NFL fans ready for it?

The National Football League (NFL) has expanded its metaverse presence with the launch of NFL Zone – a metaverse experience built into Fortnite Creative. The new experience will offer a social hub where Fortnite players and football fans can interact with the sports league via NFL-team-themed portals and other features.

But do current NFL audiences understand the metaverse?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics – 44% of US respondents who have watched or followed the NFL during the past year say they are confident they understand what the metaverse is. That’s less than the national average (46%). An equal number of respondents (44%) who have followed the league during the past year disagree with the statement (compared to 40% of the general population).

But although (or perhaps because) they are less confident about what the metaverse is, NFL fans are less likely than the general population to say that it’s a fad. Data from Profiles shows that almost four in ten (39%) Americans who have watched or followed NFL this past year believe this, compared to 47% of all Americans.

When it comes to Americans who have played Fortnite in the past 30 days, 42% of these gamers watch or follow football (i.e. NFL), making them more likely to follow football than the general US population (31%).

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.