IBM Study: Sports Fans Demand More Dynamic Digital Content, Powered by AI

Core Insights - The study commissioned by IBM indicates that sports fans are increasingly engaging with dynamic digital content, with AI, personalization, and real-time features being central to their experiences [1][2] Group 1: AI and Technology in Sports Engagement - 85% of surveyed fans see value in integrating AI into their sports experience, with 63% expressing trust in AI-generated content [2] - Real-time game updates (35%) and personalized content (30%) are identified as top priorities for AI-enhanced engagement [2] - 80% of fans believe AI will significantly influence how they follow sports by 2027 [4] Group 2: Consumption Habits and Preferences - 90% of fans consume sports content beyond just watching events, with younger fans leading this trend [9] - 73% of surveyed fans use dedicated mobile sports apps to stay updated, with 82% of in-person event attendees using apps during events [3][9] - 35% of fans plan to watch more live content in the next two years, and 29% expect to attend more events in person [7] Group 3: Community and Interaction - Interest in community-driven experiences is rising, with the share of fans ranking community engagement as a top priority increasing from 9% in 2024 to 11% in 2025 [14] - 21% of respondents identify community-building and fan interaction as important areas for AI-driven improvements in sports engagement [14] Group 4: Content Consumption Trends - Fans are turning to video highlights (51%), post-event recaps (37%), and player interviews (32%) to stay connected to their favorite sports [3] - 74% of fans following sports influencers value storytelling in their sports experience, particularly among those aged 18-44 [9]