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AI-Powered Change in Sports Engagement

A recent global study commissioned by IBM sheds light on an exciting shift in how sports fans engage with their favorite events. As technology plays a greater role in the sports landscape, it's clear that artificial intelligence (AI) is becoming a game changer for these enthusiasts.

Key Findings of the Study

Conducted with over 20,000 sports fans from 12 countries, the survey highlights a noticeable growth in fan desire for immersive digital experiences. Approximately 85% of respondents showed appreciation for integrating AI into their sports interactions, while 63% expressed a level of trust in AI-generated sports content. The emphasis on real-time updates and personalized content was notable, with 35% and 30% of fans respectively prioritizing these features.

The Rise of Mobile Apps

The increasing dependency on mobile sports applications is another aspect of fan engagement on the rise. Over 73% of surveyed fans confirmed utilizing these apps for updates on their favorite sports, especially useful when attending live events. Mobile apps are becoming vital resources for real-time statistics, game commentary, and social interactions among sports followers. Notably, fans are embracing a multi-device approach, indicating a rise in multi-screen behaviors, with users rising from 27% to 29% from 2024 to 2025.

Preference for Engaging Content

Fans are actively seeking various types of content beyond merely watching the live events. They are turning to video highlights, post-event analyses, and player interviews to stay connected, with 51% of respondents tuning into video highlights and 37% appreciating post-event recaps. The role of social media influencers cannot be underestimated, as 59% of fans follow them for insights and predictions, showcasing a new era of sports interaction spurred by digital innovation.

Future of Sports Consumption

Looking forward, only 27% of respondents anticipate their sports consumption habits will remain unchanged in the next two years. In contrast, 80% believe that technology, especially AI, will reshape the way they consume sports by 2027. A significant push for AI-powered commentary and insights for past, present, and future sporting events, favored by more than half of respondents, shows a readiness for AI integration into their viewing experience.

The Importance of Community

Beyond individual preferences, the survey notes the increasing significance of community-driven experiences in sports. A rising number of fans identify community engagement and fan interaction as priorities when consuming sports content. Interest in enhancing community connections within the realm of sports is ascendant, with data revealing that consideration for community-building through AI enhancements increased from 20% in 2024 to 21% in 2025.

Conclusion

In conclusion, this IBM study presents a compelling snapshot of modern sports consumption fueled by technological advancements. With fans calling for faster, more engaging, and personalized experiences through the lenses of AI, the landscape is poised for further transformation. IBM is committed to collaborating with sports leagues, tournaments, and media partners to ensure fans' needs are met effectively.

As the sports realm continues to evolve, the integration of AI will most certainly redefine the fan experience, bringing them closer to the action like never before. For those wanting deeper insights into this study, the full report can be accessed here.