IBM Study: Sports Fans Demand More Dynamic Digital Content, Powered by AI
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.
IBM (NYSE: IBM) ha pubblicato uno studio globale completo che mette in luce cambiamenti significativi nel coinvolgimento dei tifosi e nell'adozione delle tecnologie nello sport. La ricerca, condotta su oltre 20.000 fan in 12 Paesi, mostra che l'85% degli intervistati attribuisce valore all'integrazione dell'IA nelle esperienze sportive, con il 63% che si fida dei contenuti generati dall'IA.
I risultati chiave indicano che il 73% dei fan utilizza app sportive su mobile, con l'uso che sale al 82% durante gli eventi dal vivo. Lo studio rivela inoltre che il 90% dei fan fruisce di contenuti sportivi oltre alla semplice visione degli eventi, con aggiornamenti in tempo reale (35%) e contenuti personalizzati (30%) tra le priorità principali. I social media guidano il consumo di contenuti aggiuntivi, con il 59% dei fan che segue influencer per analisi e commenti.
Guardando al futuro, l'80% dei fan intervistati ritiene che l'IA sarà l'influenza principale sul consumo sportivo entro il 2027, e il 56% desidera approfondimenti e commenti potenziati dall'IA.
IBM (NYSE: IBM) ha publicado un estudio global exhaustivo que revela cambios significativos en el compromiso de los aficionados y la adopción de tecnologías en el deporte. La investigación, que encuestó a más de 20.000 aficionados en 12 países, muestra que el 85% de los encuestados valora la integración de la IA en las experiencias deportivas, y el 63% confía en los contenidos generados por IA.
Los hallazgos clave indican que el 73% de los aficionados usa aplicaciones deportivas móviles, aumentando al 82% durante los eventos en vivo. El estudio también revela que el 90% de los aficionados consume contenido deportivo más allá de ver los eventos, siendo las actualizaciones en tiempo real (35%) y el contenido personalizado (30%) prioridades principales. Las redes sociales lideran el consumo adicional de contenido, con el 59% de los aficionados que sigue a influencers para análisis.
De cara al futuro, el 80% de los aficionados encuestados cree que la IA será la principal influencia en el consumo deportivo para 2027, y un 56% desea insight y comentarios impulsados por IA.
IBM (NYSE: IBM)는 스포츠 팬 참여와 기술 도입의 변화를 보여주는 포괄적인 글로벌 연구를 발표했습니다. 12개국의 20,000명 이상 팬을 대상으로 한 조사에 따르면 응답자의 85%가 스포츠 경험에서 AI 통합을 중요하게 여기며, 63%는 AI가 생성한 콘텐츠를 신뢰하는 것으로 나타났습니다.
주요 결과로는 팬의 73%가 모바일 스포츠 앱을 사용하고 있으며, 실시간 이벤트 시에는 사용률이 82%로 증가한다는 점이 강조됩니다. 연구는 또한 팬의 90%가 경기 시청을 넘어선 스포츠 콘텐츠를 소비하며, 실시간 업데이트(35%)와 개인화된 콘텐츠(30%)를 최우선으로 꼽는다고 밝혔습니다. 추가 콘텐츠 소비에서는 소셜 미디어가 선도적이며, 59%의 팬이 인플루언서를 통해 분석을 접합니다.
미래 전망으로는 응답한 팬의 80%가 2027년까지 AI가 스포츠 소비에 가장 큰 영향을 미칠 것으로 보며, 56%는 AI 기반 인사이트와 해설을 원한다고 응답했습니다.
IBM (NYSE: IBM) a publié une étude mondiale complète révélant des changements significatifs dans l'engagement des fans et l'adoption des technologies dans le sport. L'enquête, menée auprès de plus de 20 000 fans dans 12 pays, montre que 85% des répondants apprécient l'intégration de l'IA dans les expériences sportives, et que 63% font confiance aux contenus générés par l'IA.
Les conclusions clés indiquent que 73% des fans utilisent des applications sportives mobiles, l'utilisation augmentant à 82% pendant les événements en direct. L'étude révèle également que 90% des fans consomment des contenus sportifs au-delà du visionnage des événements, les mises à jour en temps réel (35%) et les contenus personnalisés (30%) étant des priorités. Les réseaux sociaux dominent la consommation de contenus supplémentaires, 59% des fans suivant des influenceurs pour des analyses.
Pour l'avenir, 80% des fans sondés estiment que l'IA sera la principale influence sur la consommation sportive d'ici 2027, et 56% souhaitent des analyses et commentaires alimentés par l'IA.
IBM (NYSE: IBM) hat eine umfassende globale Studie veröffentlicht, die deutliche Veränderungen beim Fan-Engagement und der Technologiedurchdringung im Sport aufzeigt. Die Untersuchung, die über 20.000 Fans in 12 Ländern befragte, zeigt, dass 85% der Befragten die Integration von KI in Sporterlebnisse schätzen, wobei 63% KI-generierten Inhalten vertrauen.
Wesentliche Erkenntnisse zeigen, dass 73% der Fans mobile Sport-Apps nutzen, wobei die Nutzung bei Live-Events auf 82% ansteigt. Die Studie stellt zudem fest, dass 90% der Fans Sportinhalte über das reine Anschauen von Ereignissen hinaus konsumieren, wobei Echtzeit-Updates (35%) und personalisierte Inhalte (30%) zu den wichtigsten Prioritäten zählen. Soziale Medien führen beim zusätzlichen Konsum, 59% der Fans folgen Influencern für Analysen.
Mit Blick nach vorn glauben 80% der befragten Fans, dass KI bis 2027 der wichtigste Einflussfaktor auf den Sportkonsum sein wird, und 56% wünschen sich KI-gestützte Einblicke und Kommentare.
- 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
- 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
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
Beyond live events, many respondents are turning to video highlights (
Only
"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 and35% 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% to29% , 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, and29% 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 (1st) rising from
9% in 2024 to11% 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,
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,
About IBM
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Media Contact
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IBM Corporate Communications
conwaym@us.ibm.com
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SOURCE IBM
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