Sports fans around the world are seeking more digital content to stay engaged, and many see artificial intelligence (AI) as central to that shift, according to new research commissioned by technology company IBM.
The IBM study, which surveyed more than 20,000 fans across 12 countries, found that people are increasingly open to AI-powered features, personalization, and real-time updates as part of how they follow their favorite teams and events.
"With fans signaling their readiness to embrace AI, we will continue working with our tournament, league, and media partners to meet fans where they are, whether they're watching the action in person or enhancing their second-screen experience," said Kameryn Stanhouse, VP of Sports and Entertainment partnerships at IBM.
The report showed that 85% of surveyed fans see value in integrating AI into their sports experience, and 63% said they trust AI-generated sports content. When asked about priorities for AI enhancements, fans pointed to real-time game updates and personalized content as the most important.
While live events remain popular, many fans are also turning to highlights, recaps, and player interviews to stay connected. Video highlights are favored by more than half of surveyed respondents, while over a third prefer post-event recaps. Mobile sports apps are another key tool, with nearly three-quarters of fans saying they use them regularly. Among those who attend live games, app usage is even higher, as many rely on them for commentary, stats, and interactive stadium experiences.
Social media continues to play a strong role in shaping sports engagement. Influencers have become a go-to source of insights, with more than half of respondents saying they follow personalities who provide predictions and analysis. Storytelling, particularly from influencers, matters to fans in the 18-44 age group, who see it as an important way to connect with sports.
The survey also revealed that fans expect their habits to keep changing. Only about one in four said they plan to follow sports in the same way in the next two years. By 2027, four in five respondents expect technology, especially AI, to have the biggest influence on how they watch. Many are interested in AI-powered insights that cover past, current, and future sporting events.
Another area of interest is real-time translation technology, which a third of fans believe will improve their international sports experience. This was seen as especially valuable in countries where English is not widely spoken.
Beyond technology, fans also want more community-driven engagement. A growing number ranked community interaction as their top priority, rising slightly from 2024 to 2025. Fans also said they want better personalization, quicker recaps, and more direct access to players and teams.
The study highlights that sports engagement is no longer limited to watching games. Fans are spreading their attention across multiple devices, apps, and social platforms, and AI is increasingly viewed as a way to tie these experiences together.