As sports fans globally engage with a wide range of sporting events, a recent study by IBM highlights a shift towards embracing technology-driven experiences in the world of sports consumption. The research, conducted across 10 countries and involving over 18,000 sports fans, sheds light on the increasing acceptance of technologies like artificial intelligence (AI) among fans to enhance their digital sports experiences. Key findings from the study show that fans, particularly from younger age groups, are leaning towards AI-powered platforms and digital content for sports consumption and engagement.
Younger fans, in the age range of 18-29, are leading the charge in adopting AI-enhanced features and utilizing mobile devices for watching sporting events. This group shows a strong preference for personalized and real-time updates when it comes to sports content, emphasizing the role of generative AI in improving engagement. On the other hand, older fans tend to stick to traditional methods of consuming sports content, with linear streaming being a popular choice for those over 45.
The study also reveals that fans across all age groups are optimistic about the impact of technology on sports, with a majority recognizing the positive effects of data analytics and AI on their sports experiences. Real-time updates and personalized content are highlighted as top priorities for sports fans when considering ways in which AI can enhance engagement. Countries like India, the United Arab Emirates, and Saudi Arabia rank high in prioritizing real-time updates and personalized content powered by AI.
When it comes to sports content consumption, fans now prioritize short, personalized content, turning to social media, broadcast news, and news articles for additional sports updates. Highlight videos, post-match summaries, and event recaps are among the most popular types of content consumed by fans, with an increasing demand for summarized and personalized content. Younger fans, known for their multi-screen engagement and preference for AI-driven enhancements, are driving a shift in how sports content is experienced.
While traditional television remains a popular method for watching sports, fans are increasingly using multiple devices to follow sporting events. Linear and streaming TV are the preferred channels for sports viewing, with subscription streaming services gaining traction among younger fans. The rise of mobile devices as a preferred option for watching sports indicates a shift towards more flexible and personalized viewing experiences.
Overall, the study underscores the evolving landscape of sports consumption, with fans showing a growing interest in technology-driven experiences that offer personalized, real-time updates across multiple devices. As fans continue to seek more interactive and engaging sports content, the role of AI in transforming the sports viewing experience is set to become increasingly prominent.
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