Canadian Sports Fans Demand More From Fan Experience

A new study by IBM reveals Canadian sports fans are increasingly expecting more from their fan experience as technology reshapes sports. The survey, conducted by Morning Consult among 20,589 sports fans across 12 countries, including 2,047 in Canada, found that 68% of Canadian respondents see value in AI-powered sports features.

Canadian sports fans want faster event recaps (54%), greater access to their favorite players and teams (52%), and more personalized experiences (51%). They also value real-time statistical insights and predictions (27%) and AI-generated sports content they can trust. Over half of Canadian respondents cite accuracy as a driver of trust, while 46% prioritize accuracy over speed.

The study found that managing multiple sports subscriptions is frustrating for 44% of Canadian respondents. However, many fans are looking for more streamlined experiences, with 36% saying they would likely download a single, centralized sports app combining live streaming, scores, statistics, and related content in one place.