How many apps does a sports fan really need to follow a game? As streaming platforms, subscriptions and digital services multiply, new research from IBM suggests fans are reaching a point where convenience matters as much as the action itself. The IBM Sports Intelligence Report, based on more than 20,000 sports fans across 12 countries, found that 46% believe their expectations for digital sports experiences have increased over the past one to two years.
• 46% expect more from digital sports experiences
• 30% prefer subscription streaming for live sports
• Convenience is the biggest reason for choosing digital viewing
The shift is already changing how fans watch sport. Thirty percent of surveyed fans said subscription streaming is their most likely way to watch live events, compared with 29% choosing traditional broadcast television. Among digital viewers, 43% identified convenience as the main reason for choosing streaming, while 27% pointed to exclusive content. At the same time, 39% said managing multiple subscriptions is frustrating, rising to 46% among Gen Z fans.
• Streaming is nearly level with traditional broadcasting
• Exclusive content remains a major attraction
• Multiple subscriptions are creating frustration
Artificial intelligence is also becoming a bigger part of the sports experience, although trust is closely tied to accuracy. AI usage among respondents rose from 52% to 69% year over year, while 59% said they trust AI-generated sports content. Accuracy was more important than speed, with 44% prioritising reliable information compared with 23% who valued faster results. Among existing AI users, 74% trusted AI-generated sports content, compared with just 27% of non-users.
• AI use increased sharply year over year
• Accuracy matters more than speed
• Existing AI users show significantly higher trust
Sports apps are emerging as the digital home for fandom, with 72% of surveyed fans using them and 74% trusting sports apps and digital platforms for accurate information. Forty percent of app users said having information in one place is their main motivation, while 35% rely on apps for real-time updates when they cannot watch an event. Live statistics and analytics are also gaining momentum, with 30% saying they use these features more than they did one to two years ago.
• 72% of fans use sports apps
• Fans increasingly want information consolidated in one place
• Live statistics and analytics are among the fastest-growing features
The research points toward a sports future where fans expect fewer digital barriers and more connected experiences. Seventy-five percent believe their viewing habits will change within the next two to three years, while 49% follow sports creators who increasingly influence interests beyond sport, including fashion, music and technology. For sports organisations, the challenge may no longer be simply getting fans online. It may be giving them fewer reasons to leave.
• 75% expect their viewing habits to evolve
• Nearly half follow sports creators
• Fans increasingly expect connected digital experiences
Via: IBM
