The sports industry is experiencing transformational change as technology reshapes how fans engage with and consume their favorite sports content. In the vanguard of change, IBM commissioned a study to guide its strategic directions. Here’s what researchers found.
A recent international study commissioned by IBM highlights a growing generational shift towards technology-driven experiences, and artificial intelligence (AI) and large language models (LLM) playing a central role in the future of sports consumption.
The study, conducted by Morning Consult, surveyed over 18,000 sports fans across ten countries, revealing critical insights into how fans follow and engage with sports, including live coverage, highlights, and summaries. The findings indicate that fans increasingly prioritize more personalized and efficient digital sports content, with a majority recognizing the positive impact of technologies like AI on these experiences.
IBM confirms that younger sports fans are particularly receptive to AI-enhanced features as they increasingly turn to digital platforms for sports content. Among fans aged 18-29, mobile phones or tablets have become the primary devices for watching sporting events, with subscription streaming services gaining popularity. 58% of respondents in this age group believe AI will positively impact sports.
Conversely, older sports fans remain loyal to traditional consumption methods, with linear broadcasting being most popular among fans aged 45 and above. However, even among the older demographic, 40% of surveyed fans over 55 believe AI will positively impact sports.
“Noa” Syken, IBM Vice President of Sports and Entertainment Partnerships: Fans worldwide are continuing to embrace platforms and solutions that allow them to feel more connected and informed about their favorite sporting events and athletes. IBM confirms that this includes embracing technologies like AI to deliver these experiences.
The study also reveals a growing preference among sports fans for personalized, bite-sized content. More than half (56%) of respondents turn to social media for additional sports content, while 46% rely on broadcast or video news. Fans engaging in additional sports content overwhelmingly favor highlight videos, with 64% viewing the best moments and 48% consuming post-match recaps and analysis.
Summarized content ranks as a top priority for fans, with 33% identifying it as their primary preference, followed by personalized content at 26%. Fans increasingly watch event summaries, with 41% of respondents indicating they watch summaries or highlights weekly and 24% reporting daily engagement.
The study underscores a generational shift in how sports content is consumed, with younger fans leading the charge. Fans aged 18-29 are most likely to view sports highlights through social media and are more likely to rank personalized content as their top priority. This demographic also places a higher value on AI-powered enhancements, with real-time updates (40%) and personalized content (36%) topping their list of priorities.
While TV remains the most common method for viewing sports, fans increasingly use multiple devices to follow sporting events. Among surveyed fans, 64% say linear or streaming TV is their top choice for watching sports, but mobile devices are becoming a noteworthy alternative. 20% of consumers report that mobile devices are their primary means of watching sports, and 38% say they are their second most likely option.
The study reveals that fans are optimistic about the impact of technology on sports, paving the way for generative AI-powered experiences. 63% of respondents point to data analytics as having the most positive impact on sports, while 50% believe AI will play a significant role.
IBM’s long-standing portfolio of Sports and Entertainment partnerships is at the forefront of this technological shift, leveraging advanced AI and data platforms like Watsonx to meet the evolving expectations of sports fans. The study reveals that fans are optimistic about the impact of technology on sports, paving the way for generative AI-powered experiences. 63% of respondents point to data analytics as having the most positive impact on sports, while 50% believe AI will play a significant role.
As the sports industry continues to evolve, IBM is well-positioned to lead the integration of these technologies, creating new opportunities for fan engagement and consumption.
