Next Gen ATP Finals: How the ATP aimed to appeal to Generation Z and turn tennis into a spectacle

Faced with an aging audience and a youth captivated by screens, the ATP launched the Next Gen ATP Finals to reinvent tennis, in addition to seeking successors to the Big 3.

© AFP

Jules Hypolite

le 10/12/2025 à 20h50

2 min to read

Extraits de Dossiers Rublev Andrey

It's no secret: the new generations, and particularly Generation Z (people born between 1997 and 2012), have grown up with the rise of screens (phones and tablets), social media, and an abundance of short, dynamic, and spectacular content.

In 2016, the average age of Tennis TV subscribers was 61 years old

All these elements are at odds with the very essence of tennis, a sport where matches, especially in Grand Slams, can extend to five sets and last more than four or five hours. Under these conditions, it's difficult to hold the attention of young people without them being tempted to check their smartphones.

It was based on the observation of an aging audience—the average age of Tennis TV subscribers was then 61—that the ATP conceived the Next Gen ATP Finals. The idea: offer shorter matches, almost designed as a spectacle, featuring young players capable of inspiring the new generation and becoming the champions of tomorrow.

"People like to watch their idols, it won't increase viewership"

Although the idea seemed obvious, the creation of this event had caused some skepticism on the tour. Andrey Rublev, a participant in the very first edition, had stated:

"It won't help increase viewership. Maybe only at the very beginning. But tennis itself won't become more popular. In my opinion, it would be better to invite players as iconic as Roger Federer. People like to watch their idols, and no one really cares about the rules."

The full investigation available this weekend

Find the investigation "The Next Gen Masters, laboratory of tomorrow's tennis" on TennisTemple on Saturday, December 13th.