Operators have leaned on sports programming for many years as a firewall against cord-cutting. But new research from Ampere Analysis suggests that Millennials, especially those in the 18-24 age range, may not have as deep a commitment to watching sports on TV as people from other generations.

Ampere reports it interviewed nearly 32,000 consumers across the United States and Europe in the last year, and found that sports fans and viewers are “under-indexing” among young Millennials. That could mean a demographic challenge for not only sports programmers, but the service providers that provide the platform.

“Young Millennial identification with strong sentiment questions is lower for sport than it is for other forms of content,” Ampere says in a blog. “Just 14 percent of consumers professing to ‘love sport’ are in the 18-24 age bracket, compared to 22 percent of those indicating that they ‘love TV shows.’”

The “Are Millennials Moving the Goalposts for Premium Sports?” report also reviews genre preference and channel preference analysis that reportedly reveals similar biases among consumers. More about the research is available here.