Sports Fans Demand Streamlined Digital Experiences Amid Rising Expectations
A recent study commissioned by IBM found that sports fans' expectations for digital experiences are on the rise. The survey of over 20,000 sports fans across 12 countries showed that nearly half (46%) reported higher expectations for digital sports experiences compared to a year or two ago.
The study also revealed that AI usage among surveyed sports fans increased from 52% to 69% year-over-year. However, accuracy was cited as the top driver of trust in AI-powered insights, with 44% prioritizing highly accurate sports information over speed (23%).
When it comes to sports apps, nearly three-quarters (72%) of surveyed fans reported using them, and a similar share (74%) trusted sports apps and digital platforms to provide accurate and reliable information. However, only about 3 in 10 would pay for a single, consolidated sports app.
The study also found that managing multiple subscriptions has become a source of frustration for surveyed sports fans, with 39% reporting frustration and rising to 46% among Gen Z respondents. IBM's Vice President, Sports and Entertainment Partnerships, Kameryn Stanhouse, noted that '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.'