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

Rhea-AI Summary

IBM (NYSE: IBM) has released a comprehensive global study revealing significant shifts in sports fan engagement and technology adoption. The research, surveying over 20,000 fans across 12 countries, shows that 85% of respondents value AI integration in sports experiences, with 63% trusting AI-generated content.

Key findings highlight that 73% of fans use mobile sports apps, with usage increasing to 82% during live events. The study reveals that 90% of fans consume sports content beyond watching events, with real-time updates (35%) and personalized content (30%) being top priorities. Social media leads in additional content consumption, with 59% of fans engaging with influencers for analysis.

Looking ahead, 80% of surveyed fans believe AI will be the primary influence on sports consumption by 2027, with 56% desiring AI-powered insights and commentary.

Positive

• Strong fan trust in AI with 85% seeing value in integration and 63% trusting AI-generated content
• High mobile app adoption rate of 73% among sports fans, reaching 82% during live events
• 90% of fans actively consume additional sports content beyond watching events
• Growing multi-device usage trend, increasing from 27% to 29% year-over-year

Negative

• Only 27% of fans expect their consumption habits to remain unchanged, indicating potential disruption in traditional sports media
• Fragmented content consumption across multiple platforms may challenge unified fan experience

• Most fans surveyed agree that AI-powered features will have a significant impact on how they consume sports 
• More than half surveyed want AI-driven sports commentary and insights for past, current and future events
• Mobile sports apps are becoming essential to the fan experience, particularly among fans attending events in-person

ARMONK, N.Y., Aug. 18, 2025 /PRNewswire/ -- New global research commissioned by IBM (NYSE: IBM) reveals 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 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 -- 73% of surveyed fans 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% of surveyed fans 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, 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."

Other key findings include:

Sports engagement expands beyond the game with fast, non-stop content across screens

• Most (90%) fans surveyed consume sports content beyond watching events, with younger fans leading the trend.
• 40% of surveyed 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% of surveyed fans 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%).
• Among fans surveyed in both 2024 and 2025, multi-device usage to follow sporting events increased from 27% to 29%, indicating a significant upward trend in second-screen behavior.
• 74% of respondents following sports influencers say storytelling is important to how they experience or connect with sports, especially among fans ages 18-44.

Fans seek more connected, community-driven sports experiences

• 35% surveyed 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.
• Interest in community-driven experiences is rising: More fans rank community engagement as their first or second priority when consuming sports content, with the share of respondents ranking it as their top priority (1^st) rising from 9% in 2024 to 11% in 2025.**
• More respondents now identify community-building and fan interaction as important areas for AI-driven improvements in sports engagement (21% in 2025 vs. 20% in 2024).**

To view the full study, visit: https://newsroom.ibm.com/image/IBM_Sport_Survey_Report_2025.pdf

*Study Methodology
This survey was conducted in June 2025 among a total sample of 20,864 sports fans 18+ in the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, Saudi Arabia, Mexico and Brazil. The interviews for each country were conducted online, and the data is unweighted, with ~2,000 responses per market in the US, Canada, the UK, France, Germany, Italy, Spain, and India and ~1,000 responses per market in the UAE, Saudi Arabia, Mexico and Brazil.

To qualify for this survey respondents must be at least an average sports fan and follow one or more of the following sports: soccer, cricket, tennis, basketball, baseball, rugby, golf, American football, F1 racing, track and field, swimming, and the Olympics.

**Longitudinal insights provide a global overview of how sports fans' behaviors and attitudes changed between 2024 and 2025. To ensure accurate year-over-year-comparisons, Mexico and Brazil are excluded from these analyses, as they were not included in the 2024 data.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media Contact
Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com

 

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SOURCE IBM

FAQ

What percentage of sports fans trust AI-generated content according to IBM's 2025 study?

According to IBM's study, 63% of surveyed fans express trust in AI-generated sports content, with 85% seeing value in integrating AI into their sports experience.

How are sports fans using mobile apps during live events in 2025?

82% of fans use mobile apps during live events, primarily for real-time commentary (44%), stats or analytics (41%), and enhanced in-stadium experiences (35%).

What are the top priorities for AI-enhanced sports engagement according to IBM's research?

The study shows that real-time game/match updates (35%) and personalized content (30%) are fans' top priorities for AI-enhanced sports engagement.

How do sports fans expect AI to impact their consumption by 2027?

80% of surveyed fans believe AI will have the greatest influence on how they follow sports by 2027, with 56% wanting AI-powered insights and commentary for past, current, and future sporting events.

What is the trend in multi-device usage for sports content consumption?

Multi-device usage to follow sporting events has shown an upward trend, increasing from 27% to 29% among fans surveyed in both 2024 and 2025, indicating growing second-screen behavior.