Sports Fans Demand Streamlined Digital Experiences Amid Growing Platform Choices

A new IBM study reveals that sports fans' digital expectations are rising as they navigate multiple platforms and subscriptions. The research, which surveyed over 20,000 sports fans across 12 countries, found that nearly half of respondents say their expectations for digital sports experiences have increased in the past year.

The study highlights the growing importance of convenience and access to exclusive content when it comes to choosing how to watch live sports. Forty-three percent of respondents cited convenience as a top reason for choosing digital viewing over linear, while 27% mentioned access to exclusive content.

The use of AI in sports is also becoming more widespread, with 69% of respondents using AI-powered tools and 59% trusting AI-generated sports content. However, accuracy remains a key driver of trust, with 44% of respondents prioritizing highly accurate sports information over speed.