On August 18, 2025, International Business Machines Corp (IBM) unveiled the findings of a significant global study that highlights the evolving relationship between sports fans and technology, particularly in the realm of artificial intelligence (AI). The research, which surveyed over 20,000 sports enthusiasts across 12 countries, underscores a growing demand for dynamic digital content experiences, emphasizing personalization and real-time features.

2. AI as a Positive Force in Sports

The study indicates a notable shift in fan perception, with 85% of respondents recognizing the value of integrating AI into their sports experiences. Trust in AI-generated content also appears to be on the rise, with 63% of fans expressing confidence in such offerings. Real-time game updates (35%) and personalized content (30%) emerged as the top priorities for fans seeking AI-enhanced engagement.

3. Consumption Trends: Beyond Live Events

In a landscape where traditional viewing habits are being challenged, the report reveals that a majority of fans (90%) consume sports content beyond merely watching events. Younger demographics are particularly driving this trend, with many fans seeking out video highlights (51%), post-event recaps (37%), and player interviews (32%) to stay connected with their favorite sports. Mobile sports applications have become essential, with 73% of respondents confirming their use to remain updated on events.

The Role of Social Media

Social media platforms have emerged as the primary avenue for accessing additional sports content, with 59% of fans engaging with influencers for analysis and predictions. This reliance on social media showcases the importance of community and interaction in the modern sports experience.

4. Expectations for the Future

As sports consumption habits evolve, only 27% of surveyed fans expect their current habits to remain unchanged over the next two years. A striking 80% believe that technology, particularly AI, will significantly influence how they follow sports by 2027. More than half (56%) expressed a desire for AI-powered insights and commentary on past, current, and future sporting events. Furthermore, 33% anticipate that real-time translation technology will play a crucial role in enhancing their international sports experiences, particularly in non-English-speaking markets.

5. Key Findings from the Study

Expanding Engagement Beyond the Game

The research reveals several insights into how fans engage with sports content beyond live events:

Mobile App Usage: 40% of mobile sports app users rely on these applications for centralized information and real-time updates when they cannot watch games live. Among in-person event attendees, 82% use apps during events, primarily for real-time commentary (44%) and stats (41%).

Second-Screen Behavior: The use of multiple devices to follow sporting events increased from 27% to 29% between 2024 and 2025, indicating a growing trend in second-screen engagement.

Influencer Engagement: Among fans following sports influencers, 74% believe that storytelling is vital to their sports experience, especially among those aged 18-44.

Demand for Community-Driven Experiences

The study also highlights a rising interest in community engagement among sports fans:

Live Content Consumption: 35% of surveyed fans plan to watch more live content over the next two years, while 29% expect to attend more events in person.

Enhancements for Digital Experience: Fans agree that features such as faster recaps (67%), personalization (65%), and greater access to players and teams (65%) will enhance their digital sports experience.

Community Interaction: The importance of community-building and fan interaction is increasingly recognized, with 21% of respondents identifying it as a key area for AI-driven improvements.

6. Conclusion

Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM, encapsulated the essence of the study, stating, "The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock." As fans express their readiness to embrace AI, IBM is poised to collaborate with tournament, league, and media partners to enhance the sports engagement experience for fans worldwide.

This study not only sheds light on current trends but also sets the stage for the future of sports consumption, with technology playing a pivotal role in shaping how fans interact with their favorite sports.

Original press release