Sport
IBM Study: Fan Engagement and Consumption of Sports Shifting, Reveals New Opportunities for Technology Integrations including AI
The data also confirms that younger sports fans are more likely to favor AI-enhanced features as they increasingly turn to digital platforms for sports content. Surveyed fans aged 18-29 are using a mobile phone or tablet as their primary device to watch sporting events more often than older fans, with subscription streaming of live sporting events being most popular among the younger age group. More than half (58%) of 18-29 year old respondents also believe AI will have a positive impact on sports.
Alternatively, respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans 45+. Forty percent of surveyed fans over the age of 55 believe AI will have a positive impact on sports.
"Fans worldwide are continuing to embrace platforms and solutions that allow them to feel more connected and informed on their favorite sporting events and athletes, and IBM's new study confirms this now includes embracing technologies like AI to deliver these experiences," said Noah Syken , Vice President, Sports and Entertainment Partnerships. "IBM's longstanding portfolio of Sports and Entertainment partnerships aims to deliver on these expectations from fans by putting in the hands of our partners the most advanced IBM technologies from our AI and data platform watsonx."
Other key study findings include:
To view the full study, visit: https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf
This survey was conducted in May 2024 among a total sample of 18,082 sports fans 18+ in the US, Canada , the UK, France , Germany , Italy , Spain , India , the UAE, and Saudi Arabia . The interviews for each country were conducted online, and the data is unweighted, with ~2,000 responses per market in the US, Canada , the UK, France , Germany , Italy , Spain , and India and ~1,000 responses per market in the UAE and Saudi Arabia .
To qualify for this survey respondents must be at least an average sports fan and follow one or more of the following sports: Soccer, Cricket, Tennis, Basketball, Baseball, Rugby, Golf, American football, F1 racing, Track and field, Swimming, and the Olympics.
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Sarah Benchaita
IBM Corporate Communications
sarah.benchaita@ibm.com
Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com
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