- An IBM study reveals that sports fans are seeking more dynamic digital content, enhanced by AI (Artificial Intelligence).
- Many surveyed fans agree that AI features will significantly influence their sports consumption.
- Over half of those surveyed desire AI-driven sports commentary and insights for past, current, and future events.
ARMONK, N.Y., August 28, 2025 — New global research commissioned by IBM shows that sports fans are increasingly engaging with dynamic digital content experiences, where AI, personalization, and real-time features play a central role.
A study involving over 20,000 sports fans from 12 countries suggests that fans are increasingly viewing technology, particularly AI, as a positive influence in the sports industry. Since 2024, the use of AI among fans has risen across almost all markets that were retested. According to the survey, 85% of respondents recognize the value of integrating AI into their sports experiences, and 63% trust content generated by AI. Fans highlighted real-time game or match updates (35%) and personalized content (30%) as their top priorities for enhancing sports engagement through the use of AI.
Many respondents are increasingly relying on various forms of content to stay connected to their favorite sports. Video highlights are popular among 51% of fans, while 37% prefer post-event recaps, and 32% enjoy player interviews. Additionally, dedicated mobile sports apps have gained widespread use, with 73% of surveyed fans reporting that they use these apps to stay updated. Social media remains the top platform for accessing additional content, and social media influencers have a significant impact, as 59% of surveyed followers engage with them for analysis and predictions.
Only 27% of surveyed fans expect their sports consumption habits to remain the same over the next two years. Eighty percent (80%) believe that technology—specifically AI—will have the most significant influence on how they follow sports by 2027. Additionally, more than half (56%) of fans expressed a desire for AI-powered insights and commentary regarding past, current, and future sporting events. Furthermore, 33% of respondents believe that real-time translation technology will have the most significant impact on their international sports experiences over the next two to three years, particularly in regions where English is not the dominant language.
“The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock,” said Kameryn Stanhouse, Vice President, Sports and Entertainment Partnerships, IBM. “With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they’re watching the action in person or enhancing their second-screen experience.”
The survey was conducted in June 2025, with a total sample of 20,864 sports fans aged 18 and older from the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, Saudi Arabia, Mexico, and Brazil. The interviews were conducted online in each country, and the data collected is unweighted. There were approximately 2,000 responses per market in the US, Canada, the UK, France, Germany, Italy, Spain, and India, and around 1,000 responses per market in the UAE, Saudi Arabia, Mexico, and Brazil.
To qualify for this survey, respondents must be at least average sports fans and follow one or more of the following sports: soccer, cricket, tennis, basketball, baseball, rugby, golf, American football, Formula 1 racing, track and field, swimming, and the Olympics.
IBM is a leading provider of global hybrid cloud solutions, artificial intelligence (AI), and consulting services. It assists clients in over 175 countries in leveraging insights from their data, streamlining business processes, reducing costs, and gaining a competitive edge in their industries. Thousands of government and corporate entities, particularly in critical infrastructure sectors such as financial services, telecommunications, and healthcare, rely on IBM’s hybrid cloud platform and Red Hat OpenShift to drive their digital transformations quickly, efficiently, and securely. IBM’s groundbreaking innovations in AI, quantum computing, industry-specific cloud solutions, and consulting provide open and flexible options for clients. This commitment is supported by IBM’s dedication to trust, transparency, responsibility, inclusivity, and service.
Source: IBM
— The Editor of CitiTimes holds a Professional Certificate in ‘AI Basics Mastery’ from IBM.
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