A recent study commissioned by IBM revealed a shift towards technology-driven experiences in sports consumption among fans. The research conducted by Morning Consult indicated a growing preference for personalized and time-saving digital sports content, with fans recognizing the positive impact of artificial intelligence (AI) on their sports experiences.
India ranked highly in terms of fan priority for AI-enabled real-time updates and personalized content, with younger fans showing a preference for AI-enhanced features when engaging with digital sports platforms. The study found that fans aged 18-29 were more likely to use mobile devices to watch sporting events, with subscription streaming being the most popular method among this age group. Over half of respondents in this age group believed that AI would positively impact sports consumption.
While younger fans embraced AI-powered improvements, older fans remained loyal to traditional consumption methods such as linear streaming. Fans over 45 years old preferred linear streaming, while 40% of those over 55 believed in the positive impact of AI on sports.
Fans expressed optimism about technology in sports, with 63% citing data analytics and 50% mentioning AI as having a positive impact. Generative AI features such as real-time updates and personalized content were identified as priorities for improving fan engagement.
The study also revealed that fans prioritize short, personalized content, with many turning to social media, broadcast or video news, and news articles for additional sports content. Highlight videos and post-game recaps were popular among fans engaging with additional content. Summarized content and personalized content were ranked as top priorities by respondents.
Younger fans between the ages of 18 and 29 were more likely to favor AI-powered improvements, with real-time updates and personalized content being top priorities for them. While older fans also recognized the value of AI improvements, they were less likely to consider them a high priority.
The study highlighted that fans use multiple devices for consuming sports content, with younger fans more likely to use three or more devices while watching sports. Linear or streaming television was the preferred option for most fans, with subscription streaming of live sporting events being popular among younger fans. Many fans reported using mobile devices to watch sports and engaging in multitasking while consuming sports content.
Overall, the research underscored the evolving preferences of sports fans towards technology-driven experiences, with AI playing a significant role in shaping the future of sports consumption. Fans of all ages are embracing personalized and time-saving digital sports content, with a growing acceptance of AI-enhanced features for an enhanced viewing experience.
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https://www.ndtvprofit.com/amp/technology/indian-sports-fans-prefer-gen-ai-driven-real-time-updates-personalisation-ibm-study