The way fans watch and enjoy sport is undergoing a major shift. A new IBM study shows audiences are no longer satisfied with traditional coverage. Instead, they are demanding richer, more interactive, and more personalized content that goes beyond the live game.
The research highlights how AI in sports content is becoming a central part of the fan experience. From instant updates to personalized commentary, fans are looking for digital solutions that make sport more engaging, especially as mobile apps and multi-device usage grow rapidly.
Technology has always played a role in how fans engage with sports and its development by AI is changing the landscape of sports fandom rapidly. According to the IBM report surveying over 20,000 sports fans across 12 different countries, audiences are ready to engage with sports differently, which is digital-first and AI-led.
AI is Reshaping the Global Sports Experience
The report indicated that 85% of respondents see value in AI in sports content while 63% state they have trust in AI generated insights. They want more real-time commentary, deeper analytics, and dynamic content that links them to sporting events in the past and in the future.
More than half of the fans surveyed indicated that AI powered insights, and commentary, suggest to fans their viewing experience is enhanced. The first slate of commercial real-time translation technology is taking off; fans see this as an important development for the evolution of glocal sporting events.
This research illustrates that fans not only appear to be ready for digital experiences with sports but they want the experiences to evolve quicker. Gone are the days of watching a live broadcast; fans expect intelligent on-demand content.
Mobile Apps are Becoming Essential for Sports Fans
One of the most important insights from the study is the rise of mobile sports apps. A striking 73% of surveyed fans use dedicated apps to follow sports. Among fans attending live events, 82% rely on apps for real-time updates, stats, and enhanced in-stadium experiences.
For younger audiences, mobile apps are more than just a convenience. They are the central hub for personalized fan engagement. Whether it’s catching highlights, checking stats, or joining community discussions, fans are integrating apps into their daily sports habits.
This shift signals a future where mobile platforms will dominate the sports landscape. As more leagues and teams adopt AI features within apps, fans will get closer to the action than ever before.
Social Media and Influencers Drive Second-Screen Behavior
Sports consumption has moved beyond television. According to the IBM study, 90% of fans consume content that is not live. That’s social media and influencer channels that have a big impact on their social communication and analysis.
59% of fans in the survey follow influencers for predictions and analysis of the game. Younger fans say storytelling gives sports more relatability. Multi-device usage is increasing with fans switching back and forth between apps, streams, and different social platform to keep an eye on their favorite teams.
This situation highlights the need for more connected digital sports consumption experiences, which AI and personalization can assist fans with filtering through the endless stream of content.
Fans Want Personalized, Community-Driven Experiences
Fans’ engagement in the future is focused on personalization and community. Two-thirds of respondents state that quicker recaps, personalized content and direct access to players and teams would enhance their overall experience.
Community engagement is also gaining momentum. More fans are ranking community-building as a top priority when engaging with sports content. AI tools can play a powerful role here by enabling fan interactions, personalized recommendations, and localized commentary.
As Kameryn Stanhouse, IBM’s Vice President explains, “Fans are ready to embrace AI. We want to meet them where they are, whether that’s in the stadium or on their second screen.”
The Road Ahead for AI in Sports Content
Fans know exactly what they want from the experience: immediate access, personalized engagement, and deeper digital connections. Furthermore, 80% of respondents predict that technology will ultimately shape their sports experience in the next 3–5 years (by 2027) and so the influence of AI will only increase.
The sports industry is heading toward a time when fans will be more connected than ever, from smarter mobile apps to AI-powered storytelling and translation capabilities. The future of AI in sports content is not a fad; it is becoming the basis for how fans connect to their sport, their teams, and events.
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