Fans Demand Streamlined Digital Experiences as AI Use Grows
A new IBM study reveals that sports fans are increasingly expecting streamlined digital experiences as they navigate multiple platforms and subscriptions. The survey, which polled over 20,000 sports fans across 12 countries, found that nearly half (46%) of respondents have higher expectations for digital sports experiences than a year or two ago.
Convenience and access to exclusive content are the top reasons why fans choose digital viewing over linear broadcasts, cited by 43% and 27% of respondents respectively. The study also highlights the growing use of AI in sports, with 69% of respondents reporting increased AI usage compared to last year.
When it comes to trust, accuracy is key: 44% of respondents prioritize highly accurate sports information over speed, while accuracy drives trust in AI-powered insights at a rate of 45%. The study also found that familiarity with AI can increase trust: fans who already use AI are nearly three times more likely to trust AI-generated content than those who do not.
As for sports apps, nearly three-quarters (72%) of respondents report using them, and 47% say they would be likely to download a centralized app. However, only about 3 in 10 fans would pay for such an app, with premium live viewing and having all content in one place being the top drivers of paid subscriptions at 61% each.
'Sports fans want reliable, connected digital experiences that bring everything together in one place so they don't need to toggle back and forth between multiple apps,' said Kameryn Stanhouse, Vice President, Sports and Entertainment Partnerships, IBM.