New global research commissioned by IBM (NYSE: IBM) reveals sports fans are turning to more dynamic digital content experiences, with AI, personalization and real-time features central to how they engage with sports.
The study of more than 20,000 sports fans across 12 countries shows they increasingly view technology – particularly AI – as a positive force in sports. Total AI usage among fans has grown since 2024 across nearly all re-tested markets, with 85% of respondents seeing value in integrating the technology into their sports experience and 63% expressing trust in AI-generated sports content. Surveyed fans identify real-time game/match updates (35%) and personalized content (30%) as their top priorities for AI-enhanced sports engagement.
Beyond live events, many respondents are turning to video highlights (51%), post-event recaps (37%) and player interviews (32%) to stay connected to their favorite sports. Dedicated mobile sports apps are also widely adopted — 73% of surveyed fans confirm using them to stay updated. Social media is the leading platform for accessing additional content, and social media influencers play a prominent role, with 59% of surveyed followers engaging with them for analysis and predictions.
Only 27% of surveyed fans expect their sports consumption habits to stay the same over the next two years. Eighty percent (80%) believe 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. Additionally, 33% of respondents believe 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, Vice President, Sports and Entertainment Partnerships, IBM. “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 key findings
Sports engagement expands beyond the game with fast, non-stop content across screens
Fans seek more connected, community-driven sports experiences
Interest in community-driven experiences is rising: More fans rank community engagement as their first or second priority when consuming sports content, with the share of respondents ranking it as their top priority (1st) rising from 9% in 2024 to 11% in 2025.
More respondents now identify community-building and fan interaction as important areas for AI-driven improvements in sports engagement (21% in 2025 vs. 20% in 2024).
To view the full study, visit https://newsroom.ibm.com/image/IBM_Sport_Survey_Report_2025.pdf.
