IBM-commissioned research reveals that Canadian sports fans are increasingly embracing AI-powered features and digital platforms, with 68% seeing value in AI sports features and 54% wanting faster event recaps. The study, conducted by Morning Consult among 20,589 sports fans across 12 countries including 2,047 in Canada, found that subscription streaming for live events rose to 24% in 2026 from 20% in 2025, while linear broadcast remains the most-used platform at 37%. Fans also expressed frustration with fragmented viewing, as 44% said managing multiple subscriptions is frustrating, and 36% would likely download a single centralized sports app. IBM Canada President Deb Pimentel noted that organizations meeting these expectations will strengthen fan engagement and loyalty.
International Business MachinesIBM-commissioned study highlights growing demand for AI sports features, positioning IBM as a leader in AI solutions for sports.
