IBM Study: Fan Engagement and Consumption of Sports Shifting, Reveals New Opportunities for Technology Integrations including AI

Rhea-AI Summary

IBM's new study, conducted by Morning Consult, surveyed over 18,000 sports fans across 10 countries. The research highlights a growing shift towards technology-driven sports consumption, with a focus on AI. Younger sports fans (18-29) prefer AI-enhanced and digital experiences, using mobile devices and subscription streaming for sports content. Real-time updates and personalized content rank as top priorities for these fans. Older fans (45+) still favor traditional methods like linear broadcasting. The study reveals that 63% of fans see data analytics positively impacting sports, with 50% viewing AI favorably. Key priorities include real-time updates (34%) and personalized content (29%). Additionally, 56% of fans turn to social media for more sports content, with 64% watching highlight videos. Fans increasingly use multiple devices to follow sports, with 28% using at least two devices while watching or listening to events.

Positive

• IBM survey indicates 63% of fans view data analytics positively impacting sports.
• 50% of surveyed fans believe AI will positively impact sports experiences.
• 56% of respondents use social media for additional sports content, showing a trend towards digital platforms.
• Younger fans (18-29) are embracing AI-enhanced sports experiences, with 40% prioritizing real-time updates.
• Subscription streaming is the most popular method of watching sports among younger fans.

Negative

• Older fans (45+) remain loyal to traditional methods, with 40% viewing AI positively, indicating slower tech adoption.
• Only 26% of older fans prioritize real-time updates, showing less enthusiasm for AI-driven improvements.

• International sports fans surveyed are optimistic about the impact of technologies like AI on their digital sports experiences.
• Real-time updates and personalized content rank as top priorities for fans when it comes to how generative AI can enhance following and engaging with sports events.
• Younger sports fans overwhelmingly embrace AI-powered experiences and digital platforms for sports content consumption and engagement.

ARMONK, N.Y., June 26, 2024 /PRNewswire/ -- As sports fans worldwide tune in to a myriad of athletic events this summer, new research commissioned by IBM (NYSE: IBM) reveals a growing generational shift and acceptance of technology-driven experiences that will impact the future of sports consumption.

The international study*, conducted by Morning Consult, gathers insights from more than 18,000 sports fans across 10 countries to better understand both how they follow and engage with sports, including live coverage, highlights, and summaries, as well as preferences for future engagement and consumption. The findings confirm that fans are prioritizing more personalized and time-saving digital sports content, with the majority recognizing the positive impact technologies like artificial intelligence (AI) will have on these experiences.

The data also confirms that younger sports fans are more likely to favor AI-enhanced features as they increasingly turn to digital platforms for sports content. Surveyed fans aged 18-29 are using a mobile phone or tablet as their primary device to watch sporting events more often than older fans, with subscription streaming of live sporting events being most popular among the younger age group. More than half (58%) of 18-29 year old respondents also believe AI will have a positive impact on sports.

Alternatively, respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans 45+. Forty percent of surveyed fans over the age of 55 believe AI will have a positive impact on sports.

"Fans worldwide are continuing to embrace platforms and solutions that allow them to feel more connected and informed on their favorite sporting events and athletes, and IBM's new study confirms this now includes embracing technologies like AI to deliver these experiences," said Noah Syken, Vice President, Sports and Entertainment Partnerships. "IBM's longstanding portfolio of Sports and Entertainment partnerships aims to deliver on these expectations from fans by putting in the hands of our partners the most advanced IBM technologies from our AI and data platform watsonx."

Other key study findings include:

Fans are optimistic about the impact of technology on sports, paving the way for generative AI powered experiences

• 63% of respondents point to data analytics as having the most positive impact on sports, while 50% of respondents think AI will have a positive impact.
• When it comes to how generative AI can improve engagement, surveyed sports fans identify real-time updates (34%) and personalized content (29%) as the top priorities.
  • India, UAE and Saudi Arabia rank the highest in countries where fans are prioritizing real-time updates and personalized content powered by generative AI.

Fans now prioritize personalized, bite-sized content when it comes to their consumption of sport content

• More than half (56%) of respondents turn to social media for additional sports content; 46% are getting additional content from broadcast/video news while 35% are turning to news articles.
• 64% of those fans engaging in additional sports content are viewing highlight videos of best moments; 48% are consuming post-match recaps and analysis.
• Among those engaging in additional sports content, respondents rank summarized content (33%) as their top priority followed by personalized content (26%).
• Sports fans are watching event summaries more often, with 41% of respondents indicating they watch summaries or highlights weekly; 24% report daily engagement.

Younger fans may be reshaping how consumers experience sports content, as they engage with content via multiple screens and are more likely to favor AI-powered enhancements

• Younger fans (18-29) are most likely to view sports highlights through social media over other platforms.
• When it comes to consuming sports content, fans aged between 18-29 are more likely to rank personalized content as their top priority.
• Fans aged 18-29 are more likely to rate AI improvements as high priority, with real-time updates (40%) and personalized content (36%) topping the list of priorities.
  • While real-time updates (26%) and personalized content (19%) also top the list of AI improvement priorities among older fans (55+), these respondents are much less likely to consider AI improvements a high priority.
• Younger fans are also more likely to be using multiple devices while engaging with sporting events than older fans (55+). 10% of younger fans surveyed use three or more devices while watching sports compared to only 2% of older fans.

While TV is the most common method for viewing sports, fans are increasingly using multiple devices to follow sporting events

• 64% of surveyed fans say linear or streaming TV is their top choice for watching sports.
• 31% of respondents say they are most likely to watch a live sporting event on linear broadcast; 28% say they use a subscription streaming service and 23% use a free streaming service
  • Subscription streaming of live sporting events is most popular among younger fans aged between 18-29.
• Mobile devices are a noteworthy alternative for watching sports, with 20% of consumers reporting it is the top way they watch sporting events and 38% saying it is their second most likely options.
• 28% of surveyed sports fans use at least two devices while watching sporting events; 24% report they use at least two devices while listening to sports
  • Fans between 18-44 are more likely to be using three or more devices.
• Respondents rank multi-tasking as the top reason for using multiple devices when consuming sports, followed by finding more game information while watching or listening to the sport.

To view the full study, visit: https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf

*Study Methodology
This survey was conducted in May 2024 among a total sample of 18,082 sports fans 18+ in the US, Canada, the UK, France, Germany, Italy, Spain, India, the UAE, and Saudi Arabia. The interviews for each country were conducted online, and the data is unweighted, with ~2,000 responses per market in the US, Canada, the UK, France, Germany, Italy, Spain, and India and ~1,000 responses per market in the UAE and Saudi Arabia.

To qualify for this survey respondents must be at least an average sports fan and follow one or more of the following sports: Soccer, Cricket, Tennis, Basketball, Baseball, Rugby, Golf, American football, F1 racing, Track and field, Swimming, and the Olympics.

About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

Media Contacts:

Sarah Benchaita
IBM Corporate Communications
sarah.benchaita@ibm.com

Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com

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SOURCE IBM

FAQ

How do younger sports fans engage with AI in sports consumption?

Younger sports fans (18-29) prefer AI-enhanced and digital experiences, using mobile devices and subscription streaming for sports content, prioritizing real-time updates and personalized content.

What percentage of surveyed fans believe AI will positively impact sports?

50% of surveyed fans believe AI will positively impact sports experiences, according to IBM's study.

How are older sports fans consuming sports content?

Older sports fans (45+) primarily use traditional methods like linear broadcasting and are less enthusiastic about AI-driven improvements, with only 26% prioritizing real-time updates.

What are the top priorities for fans regarding generative AI in sports?

The top priorities for fans regarding generative AI in sports are real-time updates (34%) and personalized content (29%).

How do sports fans use social media for additional content?

56% of sports fans use social media for additional content, with 64% watching highlight videos and 48% consuming post-match recaps and analysis.

What methods do younger fans prefer for watching sports?

Younger fans (18-29) prefer subscription streaming services and mobile devices for watching sports, showing a trend towards digital consumption.

How do sports fans use multiple devices while watching events?

28% of sports fans use at least two devices while watching events, and 24% use multiple devices while listening to sports for multitasking and finding more game information.