IBM Study: Sports Fans Embracing AI Habits

A new global research study commissioned by IBM shows that fans are changing the way they consume sports, turning to new, more dynamic experiences, including the use of AI, personalization and real-time features.

The survey queried more than 20,000 global sports fans across 12 countries, asking them about their habits in consuming sports of all kinds. The results showed that those fans increasingly view technology — particularly AI — as a positive force and that they are using it more often. Total AI usage among fans has grown since 2024 across nearly all markets, with 85% of respondents noting that they saw value in integrating the emerging technology into their sports experience. In addition, 63 percent expressed some level of trust in AI-generated sports content, noting that real-time game/match updates (35%) and personalized content (30%) were their top priorities for AI-enhanced engagement.

The survey also asked fans how often they attend in-person events, with 73% around the world saying that they attend at least one event per year.

When it comes to the digital experience of consuming sports, over half (51%) of the fans surveyed turn to video highlights, with 37% enjoying post-event recaps and 32 percent staying connected to their sport by consuming player interviews. Dedicated mobile sports apps are also important to sports fans: Nearly 75% use them to stay updated.

Social media also remains the leading platform for accessing additional content, with influencers play a prominent role: 59% of fans surveyed engage with influencers for analysis and predictions.

Habits May Shift Again

The survey also shows that fans’ consumption of sports is not only changing now, but will likely continue to change in the future. Only 27% of surveyed fans expect those habits to stay the same over the next two years, with 80% saying technology – specifically AI— will have the greatest influence on how they follow sports by 2027.

More than half (56%) of surveyed fans want AI-powered insights and commentary for past, current and future sporting events. And advances in tech may open up new avenues for future fans in countries where they don’t speak the language. One-third of responders said real-time translation technology will have the most significant impact on their international sports experience in the next 2-3 years — particularly in markets where English is not the dominant language.

“The sports media landscape is more complex than ever, and fans are comfortable consuming digital content around the clock,” said Kameryn Stanhouse, IBM’s vice president, sports and entertainment partnerships. “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.”
To access the full report, click here.