A new IBM-commissioned study finds that 46% of surveyed sports fans have higher digital expectations than one to two years ago, with 30% now most likely to use subscription streaming to watch live sports, nearly even with the 29% who prefer linear broadcast. AI use among respondents jumped from 52% to 69% year over year, while trust in AI-generated sports content dipped from 63% to 59%, and accuracy was cited by 45% as the top driver of trust in AI-powered insights. Nearly three-quarters of fans use sports apps, and 47% would download a single consolidated sports app, but only 29% would pay for one, with premium live viewing and all content in one place each cited by 61% as top potential drivers of paid subscriptions. The survey of 20,589 sports fans across 12 countries also found that 39% are frustrated managing multiple subscriptions, rising to 46% among Gen Z, and 75% expect their viewing habits to change in the next two to three years.
International Business MachinesIBM-commissioned study highlights growing demand for streamlined digital sports experiences, positioning IBM's technology offerings favorably.
