A recent study commissioned by IBM revealed that international sports fans are optimistic about the impact of technologies like AI on their digital sports experiences. Real-time updates and personalized content are among fans’ top priorities in enhancing their engagement with sporting events. Younger sports fans are leading the shift towards AI-powered experiences and digital platforms for sports content consumption.
The study, conducted by Morning Consult, surveyed over 18,000 sports fans across 10 countries to understand their preferences and interactions with sports content. The data showed that younger fans, aged 18-29, are embracing AI-enhanced features and turning to digital platforms for sports consumption, with a significant preference for mobile devices and streaming services. On the other hand, older fans tend to stick to traditional methods of consumption, such as linear streaming.
Fans expressed optimism about the impact of technology on sports, with data analytics and AI being recognized for their positive influence. Real-time updates and personalized content were identified as top priorities for enhancing engagement with sports content. Interestingly, fans in countries like India, the United Arab Emirates, and Saudi Arabia showed a strong preference for real-time updates and personalized content powered by generative AI.
The study also highlighted the increasing demand for personalized, short-form sports content among fans. Social media, broadcast, and video news platforms are popular sources for additional sports content, with highlight videos and post-match analysis being widely consumed. Summary content and personalized features were ranked as top priorities by fans who engage with additional sports content.
Younger fans are leading the trend in consuming sports content across multiple screens, with a preference for personalized content and AI-driven enhancements. They are more likely to watch sports highlights through social media and consider AI improvements a high priority. While television remains the primary method of watching sports, fans are increasingly using multiple devices to follow sporting events, with mobile devices becoming a popular alternative.
Overall, the study underlines the evolving landscape of sports consumption, driven by technological advancements and changing consumer preferences. Fans are increasingly turning to digital platforms and AI-powered experiences for personalized and engaging sports content. IBM’s commitment to delivering advanced technologies to meet fan expectations in the sports and entertainment industry was highlighted in the study. For more details, the full study report is available on IBM’s website.
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https://newsroom.ibm.com/2024-06-26-IBM-Study-Fan-Engagement-and-Consumption-of-Sports-Shifting,-Reveals-New-Opportunities-for-Technology-Integrations-including-AI