IBM Study: Sports Fans Want Streamlined Digital Experiences as Platform Choices Expand
Rhea-AI Summary
IBM (NYSE: IBM) released its 2026 IBM Sports Intelligence Report, based on more than 20,000 surveyed sports fans across 12 countries, highlighting rising expectations for digital sports experiences. 46% say their expectations are higher than 1–2 years ago, and digital viewing is now nearly on par with linear broadcast, with 30% favoring subscription streaming versus 29% choosing linear TV.
AI usage among respondents rose from 52% to 69% year over year, while trust in AI-generated sports content is at 59%, down from 63%. Accuracy is key: 44% prioritize highly accurate information over speed, and 45% cite accuracy as the top driver of trust in AI insights.
Sports apps play a central role, with 72% using them and 74% trusting them for accurate information. 47% would likely download a centralized sports app, but only 29% would pay. Among app users, 40% value having information in one place, 35% rely on real-time updates, and 30% report increased use of live stats and analytics. Fans also transact via apps, including buying tickets (33%), ordering food or beverages (30%), and purchasing merchandise (29%).
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Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Aug 19 | quantum milestone | Positive | +1.9% | IBM connected two modular cryogenic quantum systems toward fault-tolerant computing. |
| Aug 13 | AI partnership | Positive | +0.4% | IBM partnered with OpenAI to support secure enterprise AI deployment. |
| Aug 11 | AI infrastructure agreement | Positive | +0.9% | IBM signed a $240 million multi-year agreement with Together AI. |
| Aug 04 | security program | Positive | +3.9% | IBM and Red Hat expanded free Lightwell access to research organizations. |
| Jul 30 | quantum demonstration | Positive | -2.1% | IBM and Algorithmiq demonstrated quantum advantage beyond classical verification. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent IBM news events in this record mostly had positive 24-hour reactions, with one negative reaction.
AI-generated analysis. How Rhea-AI works. Not financial advice.
- AI use among surveyed sports fans increased in 2026, with accuracy driving fan trust
- Nearly half of respondents would download a single, consolidated sports app -- but only about 3 in 10 would pay for one
- Managing multiple subscriptions has become a source of frustration for surveyed sports fans
According to the latest IBM Sports Intelligence Report*, based on responses from more than 20,000 sports fans across 12 countries,
AI usage gains momentum, as accuracy shapes the AI-powered sports experience
AI use among all respondents increased from
Sports apps emerge as a central hub for fandom
Nearly three-quarters (
Among surveyed sports app users,
"Sports fans want reliable, connected digital experiences that bring everything together in one place so they don't need to toggle back and forth between multiple apps," said Kameryn Stanhouse, Vice President, Sports and Entertainment Partnerships, IBM. "As fans' digital expectations keep growing, the organizations that earn their trust will be the ones that combine accuracy with streamlined experiences that put the power in fans' hands."
Other key findings:
- More platform choices add complexity for fans:
39% of surveyed fans report frustration with managing multiple subscriptions to watch sporting events they care about, rising to46% among Gen Z respondents. - Fans expect their viewing habits to evolve:
75% of respondents believe their sports viewing habits will change in the next two to three years, including89% of Gen Z and84% of Millennial fans. More than one-third (36% ) of all surveyed fans expect to watch more live broadcast or streaming events. - Sports creators influence fans well beyond the game: Nearly half (
49% ) of surveyed fans follow sports creators, increasing to about 6 in 10 among Gen Z and Millennial fans. Their reach extends past sports, with70% of surveyed followers confirming creators shape their opinions or awareness in areas such as fashion, music or technology, including22% who say creators influence multiple aspects of their lifestyle.
To view the full study, visit: https://newsroom.ibm.com/image/IBM+Sports+Intelligence+Report+August+2026.pdf
*Study Methodology
This survey was commissioned by IBM and conducted by Morning Consult in June 2026 among a total sample of 20,589 sports fans ages 18 and older 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.
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 governments 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