Sports Fans Want One App, But Won't Pay For It

A recent IBM study found that nearly half of sports fans surveyed (46%) want a centralized app to manage their digital sports experiences, but only about 3 in 10 would pay for one. The survey, which included over 20,000 sports fans across 12 countries, revealed rising expectations for digital sports experiences.

More than 30% of respondents prefer subscription streaming services over linear broadcast for watching live sports, with convenience and access to exclusive content being top reasons. AI usage among surveyed fans increased from 52% to 69% year-over-year, but trust in AI-generated sports content decreased slightly from 63% to 59%.

Sports apps emerged as a central hub for fandom, with nearly three-quarters of respondents using them and trusting them for accurate information. However, only about 29% would pay to subscribe to a centralized sports app.