IBM report shows rising digital and AI expectations among sports fans

A new IBM Sports Intelligence Report, based on a survey of over 20,000 fans across 12 countries, indicates that digital expectations for sports consumption are rising. Approximately 46% of respondents reported higher expectations for digital sports experiences compared to one or two years ago.

Viewing habits are shifting, with 30% of fans favoring subscription streaming services for live sports, nearly equal to the 29% who prefer linear broadcasting. Fans cited convenience and access to exclusive content as primary drivers for digital viewing. Additionally, 47% of fans expressed interest in downloading a single, consolidated sports app to manage multiple subscriptions and platforms.

Artificial intelligence usage among fans grew from 52% to 69% year-over-year. While 59% of respondents trust AI-generated sports content, this is a decrease from 63% last year. The data suggests that accuracy is a critical factor for trust; 44% of fans prioritize highly accurate information over speed, and 45% identified accuracy as the primary driver of trust in AI-powered insights.