- 73% of fans use mobile apps to stay updated during live events
- 82% of in-person attendees use apps for real-time commentary, stats and enhanced stadium features
- 85% of respondents see value in integrating AI into their sports experience
New research from tech giant IBM has highlighted how fans are increasingly turning to dynamic digital content experiences, with artificial intelligence (AI), personalisation and real-time features at the core of how they engage with sports.
The study of more than 20,000 sports fans across 12 countries reveals that they increasingly view technology, particularly AI, as a positive force in sports. According to the report, 85 per cent of respondents see value in integrating the technology into their sports experience and 63 per cent expressed trust in AI-generated sports content.
Surveyed fans identified real-time event updates (35 per cent) and personalised content (30 per cent) as their top priorities for AI-enhanced sports engagement.
Beyond live events, IBM noted that many respondents are turning to video highlights (51 per cent), post-event recaps (37 per cent) and player interviews (32 per cent) to stay connected to their favourite sports.
Dedicated mobile sports apps are also widely adopted, with 73 per cent of surveyed fans confirming they use them to stay updated. Social media, meanwhile, is the leading platform for accessing additional content, and social media influencers play a prominent role, with 59 per cent of surveyed followers engaging with them for analysis and predictions.
Also notable is that only 27 per cent of surveyed fans expect their sports consumption habits to stay the same over the next two years. In addition, 80 per cent believe technology – specifically AI – will have the greatest influence on how they follow sports by 2027.
More than half (56 per cent) of surveyed fans want AI-powered insights and commentary for past, current and future sporting events. Additionally, 33 per cent of respondents believe real-time translation technology will have the most significant impact on their international sports experience in the next two to three years – particularly in markets where English is not the dominant language.
Other key findings show that 90 per cent of surveyed fans consume sports content beyond watching events, with younger audiences driving this trend.
Mobile sports app usage has also jumped among in-person event attendees, with 82 per cent of surveyed fans using apps during events. Of those, 91 per cent engage with apps during live events, mostly for real-time commentary (44 per cent), stats or analytics (41 per cent) and enhanced in-stadium experiences (35 per cent).
The study added that supporters are seeking more connected, community-driven sports experiences. Fans surveyed agree that enhancements like faster recaps (67 per cent), personalisation capabilities (65 per cent) and greater access to players and teams (65 per cent) will improve their digital sports experience.
“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, at IBM.
“With fans signalling 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.”
IBM’s research coincides with the company announcing a new lineup of AI-powered digital experiences for this year’s US Open tennis Grand Slam. The capabilities, co-created with the United States Tennis Association (USTA) for the US Open’s official website and mobile app, aim to offer more personalised, engaging coverage for fans regardless of where or how they are watching the tournament.
The offerings include a ‘Match Chat’ AI assistant that answers questions in real-time, during and after all 254 singles matches, an enhanced IBM ‘SlamTracker’, which provides live likelihood to win projections, and an updated ‘Key Points’ feature that instantly summarises articles on the US Open website and app.
Credit: https://www.sportspro.com/news/ibm-sports-fans-ai-digital-content-study-survey-us-open-august-2025/
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