A recent global study commissioned by IBM indicates that sports fans are increasingly seeking digital content that is dynamic and personalized, with artificial intelligence (AI) playing a significant role in how they engage with sports. The survey, conducted in June 2025 among over 20,000 fans from 12 countries, found that most respondents view technology—and AI in particular—as a positive influence on their sports experience.
According to the findings, 85% of surveyed fans see value in integrating AI into their sports engagement, and 63% trust AI-generated sports content. Real-time updates and personalized content were cited as top priorities for those interested in AI-enhanced experiences.
The research also highlights a shift in how fans consume sports content beyond live events. Many now rely on video highlights, post-event recaps, and player interviews to stay connected to their favorite teams and athletes. Mobile apps have become central to this trend, with 73% of respondents reporting regular use for updates. Social media remains the primary platform for additional content, and nearly six out of ten followers engage with influencers for analysis and predictions.
Looking ahead, only 27% of surveyed fans expect their habits to remain unchanged over the next two years. A large majority—80%—believe technology, especially AI, will have the greatest impact on how they follow sports by 2027. Over half expressed interest in AI-powered insights and commentary covering past, present, and future events. Real-time translation technology was identified as another key area expected to shape international fan experiences.
Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM, commented: “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.”
Additional findings from the study reveal:
– Ninety percent of respondents consume some form of sports content outside of live events.
– Younger audiences are leading trends in continuous digital engagement.
– Among app users who attend events in person, 82% use mobile apps during these occasions; most do so for real-time commentary or analytics.
– Multi-device usage increased from 27% to 29% between surveys conducted in 2024 and 2025.
– Storytelling is important for those following influencers online; this trend is especially strong among younger adults.
Fans also indicated a growing desire for community-driven experiences. More now prioritize community engagement when consuming sports content compared to last year. The proportion identifying community-building as an area where AI could enhance engagement rose slightly from 20% to 21%.
For more details about the methodology or full results of IBM’s global survey on digital trends among sports fans—including country-level data—visit https://newsroom.ibm.com/image/IBM_Sport_Survey_Report_2025.pdf.
