ARMONK, N.Y., Aug. 18, 2025 /PRNewswire/ — A new global research study commissioned by IBM has shed light on a dramatic shift in how sports fans engage with digital content. With a growing reliance on AI, personalized experiences, and real-time updates, the study reveals how these technological innovations are reshaping fan experiences across the globe.
The research, which surveyed over 20,000 sports fans from 12 countries, shows that fans are increasingly viewing technology, particularly artificial intelligence (AI), as a powerful force in sports. AI adoption has surged since 2024 across nearly all of the markets re-tested. A striking 85% of respondents believe that integrating AI into the sports experience brings tangible value, with 63% expressing trust in AI-generated sports content. The study identified real-time game updates (35%) and personalized content (30%) as the key features that fans prioritize for a more enriched AI-driven sports experience.
The shift in how fans engage with sports goes beyond the live event. Many are turning to video highlights (51%), post-event recaps (37%), and player interviews (32%) to keep up with their favorite sports. Dedicated mobile sports apps are also gaining traction, with 73% of fans using them to stay informed and connected. Social media platforms have emerged as the leading space for accessing additional content, and social media influencers are playing a significant role. According to the survey, 59% of followers engage with these influencers for expert analysis and predictions.
Despite this shift toward more tech-centric experiences, only 27% of fans expect their sports consumption habits to remain the same in the next two years. A staggering 80% believe AI will have the most significant influence on how they consume sports by 2027. More than half (56%) of fans expressed interest in AI-powered insights and commentary for past, current, and future sporting events. Additionally, 33% believe that real-time translation technology will have the most profound effect on international sports experiences in the next 2-3 years, especially in regions where English is not the primary language.
“The sports media landscape is more complex than ever, and fans are now accustomed to consuming content at any time of the day,” said Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM. “Fans have signaled their readiness to embrace AI, and we’re committed to working with our partners—tournaments, leagues, and media organizations—to meet fans where they are, whether they’re watching live or enjoying the second-screen experience.”
The study also revealed other significant trends:
- Fans are increasingly consuming sports content across multiple screens and on-demand platforms, with non-stop, real-time content available at their fingertips.
- There’s a growing desire for more connected, community-driven sports experiences.
To read the full study, visit: IBM Sports Survey Report 2025
*Study Methodology: The survey, conducted in June 2025, included 20,864 sports fans aged 18 and over from countries such as the U.S., Canada, the U.K., France, Germany, Italy, Spain, India, the UAE, Saudi Arabia, Mexico, and Brazil. Respondents were selected based on their engagement with popular sports like soccer, cricket, tennis, basketball, baseball, rugby, golf, American football, F1 racing, track and field, swimming, and the Olympics. The data is unweighted, with around 2,000 responses per market in certain countries and about 1,000 responses in others.
**Longitudinal insights offer a global overview of changes in sports fan behavior between 2024 and 2025, excluding Mexico and Brazil for year-over-year comparisons as they were not part of the 2024 study.
About IBM: IBM is a leader in hybrid cloud and AI technologies, offering consulting expertise to clients in over 175 countries. The company helps businesses capitalize on data insights, streamline operations, reduce costs, and achieve a competitive edge. IBM’s innovations in AI, quantum computing, and industry-specific cloud solutions have made it a trusted partner in critical sectors like finance, telecommunications, and healthcare. For more information, visit www.ibm.com.
Media Contact:
Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com