Sports Fans Demand More Dynamic Digital Content, Powered by AI

Sports fans are turning to more dynamic digital content experiences, with AI, personalization, and real-time features central to how they engage with sports. The study of more than 20,000 sports fans across 12 countries, commissioned by IBM, shows they increasingly view technology, particularly AI, as a positive force in sports.

Total AI usage among fans has grown since 2024 across nearly all re-tested markets, with 85% of respondents seeing value in integrating the technology into their sports experience and 63% expressing trust in AI-generated sports content. Surveyed fans identify real-time game/match updates (35%) and personalized content (30%) as their top priorities for AI-enhanced sports engagement.

Beyond live events, many respondents are turning to video highlights (51%), post-event recaps (37%), and player interviews (32%) to stay connected to their favorite sports. Dedicated mobile sports apps are also widely adopted, as 73% confirm using them to stay updated. Social media is the leading platform for accessing additional content, and social media influencers play a prominent role, with 59% of surveyed followers engaging with them for analysis and predictions.

Only 27% expect their sports consumption habits to stay the same over the next two years. Eighty percent (80%) believe technology, specifically AI, will have the greatest influence on how they follow sports by 2027. More than half (56%) of surveyed fans want AI-powered insights and commentary for past, current, and future sporting events. Additionally, 33% of respondents believe real-time translation technology will have the most significant impact on their international sports experience in the next 2-3 years, particularly in markets 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 of Sports and Entertainment Partnerships at 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 study found that sports engagement expands beyond the game with fast, non-stop content across screens. Most (90%) fans consume sports content beyond watching events, with younger fans leading the trend. 40% mobile sports app users rely on apps for centralized information, and 35% for real-time updates when unable to watch games live. About 1 in 5 F1, golf, and tennis fans use apps tailored to their favorite sports. Mobile sports app usage jumps among in-person event attendees, with 82% using apps during events. Of those, 91% engage with apps during live events, mostly for real-time commentary (44%), stats or analytics (41%), and enhanced in-stadium experiences (35%).

Fans seek more connected, community-driven sports experiences. 35% plan to watch more live content over the next two years, and 29% expect to attend more events in person. Fans surveyed agree that enhancements like faster recaps (67%), personalization capabilities (65%), and greater access to players and teams (65%) will improve their digital sports experience. More fans rank community engagement as their first or second priority when consuming sports content, with a share of respondents ranking it as their top priority. More respondents now identify community-building and fan interaction as important areas for AI-driven improvements in sports engagement.