As per the latest IBM Sports Intelligent Report, which is based on responses of near around 20,000 sports fans across 12 countries, 46% of those set of people who surveyed have revealed that their expectations are higher for digital sports. It is reported that nearly 30% of surveyed fans are likely to use a subscription streaming service to view live sports, and nearly 29% of people would select linear broadcast. It is cited that respondents who watch sports through online medium are (43%), and (27%) have access to exclusive content, which is labelled to be around (27%) are top reasons for selecting digital viewing over linear broadcast.
AI usage gains momentum, as accuracy shapes the AI-powered sports experience
AI use among all respondents increased from 52% to 69% year over year, while 59% say they trust AI-generated sports content — down from 63% last year. As AI becomes more widely utilized, the data suggest that familiarity may be a factor in driving trust: surveyed fans who already use AI trust AI-generated sports content nearly three times more than those who do not (74% vs. 27%). According to the research, accuracy matters more to fans than speed: 44% of respondents prioritize highly accurate sports information compared with 23% who prioritize speed, while accuracy is the top driver of trust in AI-powered insights, cited by 45%.
Sports apps emerge as a central hub for fandom
Nearly three-quarters (72%) of surveyed fans report using sports apps. A similar share (74%) say they trust sports apps and digital platforms to provide accurate and reliable information, second only to traditional broadcasters at 79%. Many are also seeking a more consolidated experience. While 47% of respondents say they would be likely to download and use a centralized sports app, only 29% are willing to subscribe and pay for one. Premium live viewing and having all content in one place are top potential drivers of paid sports app subscriptions at 61% each, followed closely by exclusive content and an ad-free experience, both at 58%.
Among surveyed sports app users, 40% cite having information in one place as the leading motivator for using sports apps, while 35% use them for real-time updates when unable to watch or listen to an event. In addition, 30% of these respondents say they use live statistics and analytics more than they did one to two years ago, making it the fastest-growing app feature measured. Apps also extend beyond information and engagement to transactions. In the past year, 33% of surveyed users bought tickets, 30% ordered food or beverages at a live event, and 29% purchased merchandise through a sports app.
“Sports fans want reliable, connected digital experiences that bring everything together in one place so they don’t need to toggle back and forth between multiple apps. As fans’ digital expectations keep growing, the organizations that earn their trust will be the ones that combine accuracy with streamlined experiences that put the power in fans’ hands.” –
Kameryn Stanhouse, Vice President, Sports and Entertainment Partnerships, IBM
