Canadian Sports Fans Demand Faster, More Personalized Experiences

A recent IBM study found that Canadian sports fans increasingly value personalized content and faster access to information. The survey, conducted among 20,589 sports fans in 12 countries, including 2,047 Canadians, showed that 68% of respondents see value in AI-powered features.

The majority of Canadian fans, 54%, want faster event recaps, while 52% desire greater access to their favorite players and teams. Personalized experiences are also highly valued, with 51% of respondents expressing a desire for them.

The study highlights the growing importance of digital platforms in sports viewing habits. While traditional linear television remains the most commonly used platform for watching live sports among Canadians, subscription streaming services have gained popularity, increasing their share from 20% to 24% between 2025 and 2026.