Armonk-based IBM commissioned a study on how sports fans follow sports and the role of technology in their experiences. The study involved over 18,000 fans across 10 countries and aimed to understand fan behavior, preferences, and engagement with sports content.
The data revealed that younger fans prefer AI-enhanced features and use mobile devices to watch sporting events more frequently. Fans aged 18-29 believe in the positive impact of AI on sports, with 58% expressing this sentiment. In contrast, older fans tend to stick to traditional consumption methods, with linear streaming being the most popular among fans aged 45 and over. However, 40% of fans aged 55 and over also see the potential of AI in sports.
Noah Syken, VP of sports and entertainment partnerships at IBM, highlighted the importance of technology in providing fans with connected and informed experiences. IBM’s partnerships aim to meet fan expectations by leveraging advanced technologies like AI.
The study found that India, the UAE, and Saudi Arabia prioritize real-time updates and personalized content powered by generative AI. Social media is a key source of additional sports content for 56% of respondents. Event recaps are also gaining popularity, with 41% watching weekly and 24% interacting daily.
When it comes to watching sports, 64% of fans prefer linear or streaming TV. Live events are most commonly viewed on linear broadcasts, subscription streaming services, or free streaming platforms. The survey targeted average sports fans who follow sports like soccer, cricket, tennis, basketball, and more.
Overall, the study sheds light on how technology, particularly AI, is shaping the way sports fans engage with their favorite sports and athletes. IBM’s efforts to innovate and enhance fan experiences through advanced technologies reflect the evolving landscape of sports consumption.
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