• International sports fans surveyed are optimistic about the impact of technologies like AI on their digital sports experiences.

• Real-time updates and personalized content rank as top priorities for fans when it comes to how generative AI can enhance following and engaging with sports events.

• Younger sports fans overwhelmingly embrace AI-powered experiences and digital platforms for sports content consumption and engagement.

A recent study commissioned by IBM explores evolving trends in sports consumption, revealing a growing preference for technology-driven experiences among fans globally. The research underscores a significant generational divide in how fans engage with sports content, particularly the increasing acceptance of AI-powered solutions.

Generational Divide in Sports Consumption:

• Younger Fan Preferences:

  • Favor mobile devices and subscription streaming for live sports.
  • Embrace AI-enhanced features like real-time updates and personalized content.
  • 58% of 18-29 year olds believe AI will positively impact sports.

• Older Fan Loyalties:

  • Prefer traditional methods like linear broadcasting.
  • 40% of fans over 55 see AI as beneficial for sports.

Impact of Technology on Sports:

• Technological Optimism:

  • 63% cite data analytics as positively impacting sports.
  • 50% recognize AI’s potential for enhancing fan experiences.

• Generative AI Priorities:

  • Top priorities include real-time updates (34%) and personalized content (29%).
  • Countries like India, UAE, and Saudi Arabia lead in prioritizing AI-driven content enhancements.

Shift in Content Consumption:

• Preference for Personalization:

  • Social media (56%) and video news (46%) are key sources of additional sports content.
  • Highlights (64%) and summaries (41%) are highly consumed content formats.

• Multi-Device Engagement:

  • Increasing use of multiple devices for simultaneous sports engagement.
  • Younger fans (18-44) are most likely to multitask and seek additional game information.

IBM’s study underscores a transformative shift in how sports fans consume content, driven by AI and personalized experiences. As younger generations lead the adoption of digital platforms, the future of sports consumption promises to be more interactive, personalized, and technologically integrated.