A new global study commissioned by IBM has found that sports fans are increasingly seeking digital content experiences that leverage artificial intelligence, personalization, and real-time features. The research surveyed more than 20,000 sports fans across 12 countries and indicates a growing acceptance of technology in the way people engage with sports.

According to the study, total AI usage among fans has risen since 2024 in almost all re-tested markets. Eighty-five percent of respondents see value in integrating AI into their sports experience, while 63% say they trust AI-generated sports content. Real-time game or match updates (35%) and personalized content (30%) were identified as top priorities for those interested in AI-enhanced engagement.

The report also shows that fans consume a wide range of digital content beyond live events. Video highlights (51%), post-event recaps (37%), and player interviews (32%) are popular methods for staying connected to favorite sports. Mobile sports apps have seen widespread adoption; 73% of surveyed fans use them to keep updated on games. Social media remains the main platform for accessing additional content, with influencers playing a significant role—59% of their followers interact with them for analysis and predictions.

Most respondents expect their habits to change: only 27% anticipate no change in how they consume sports over the next two years. Four out of five believe technology—particularly AI—will have the greatest influence on how they follow sports by 2027. Over half want AI-powered insights and commentary for past, current, and future sporting events. A third believe real-time translation technology will most affect their international sports experience within two to three years, especially where English is not dominant.

Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM said: “The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock. With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they’re watching the action in person or enhancing their second-screen experience.”

Other findings highlight changes in how fans engage:

- Ninety percent consume sports content beyond just watching events; younger audiences lead this trend.

- Forty percent of mobile app users rely on apps for centralized information; thirty-five percent use them for real-time updates when unable to watch live.

- About one-fifth of F1, golf, and tennis fans use sport-specific apps.

- Among event attendees who use mobile apps during live games (82%), most do so for real-time commentary (44%), stats or analytics (41%), or enhanced stadium experiences (35%).

- Multi-device usage increased from 27% to 29% among those surveyed both years.

- Seventy-four percent following influencers value storytelling as part of connecting with sports—especially among ages 18–44.

Community-driven experiences are also becoming more important:

- Thirty-five percent plan to watch more live content over two years; twenty-nine percent expect more event attendance.

- Fans agree enhancements like faster recaps (67%), personalization capabilities (65%), and greater access to players/teams (65%) would improve digital experiences.

- More now rank community engagement as a top priority: first-place ranking rose from nine percent in 2024 to eleven percent in 2025.

- Twenty-one percent see community-building/fan interaction as key areas for AI improvement—a slight increase over last year.

For further details or access to the full report visit https://newsroom.ibm.com/image/IBM_Sport_Survey_Report_2025.pdf