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International sports fans surveyed are optimistic about the impact technologies such as AI will have on their digital sports experiences.
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When it comes to how generative AI can enhance following and engagement with sporting events, real-time updates and personalized content are top of mind for fans.
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Young sports fans overwhelmingly support AI-powered experiences and digital platforms for consuming and engaging with sports content.
Armonk, New York, June 26, 2024 /CNW/ — As sports fans around the world tune into numerous sporting events this summer, new research commissioned by IBM (NYSE: IBM) reveals that a generational shift and growing embrace of technology-driven experiences will impact the future of sports consumption.
The international survey*, conducted by Morning Consult, gathers insights from over 18,000 sports fans across 10 countries to understand how they follow and engage with sports – including live coverage, highlights and synopses – as well as their future engagement and consumption preferences. The findings reveal that fans are prioritizing digital sports content that is more personalized and time-saving, with the majority recognizing the positive impact that technologies such as Artificial Intelligence (AI) will have on these experiences.
The data also supports that younger sports fans are more likely to favor AI-enhanced features as they increasingly consume sports content on digital platforms. Surveyed 18-29 year olds are more likely to use their phones or tablets as their primary device for watching sporting events than older fans, with subscription streaming of live sporting events being the most popular among the younger age group. More than half (58%) of 18-29 year old respondents also believe that AI will have a positive impact on sports.
Meanwhile, older respondents are sticking to more traditional viewing methods, with linear broadcasting being the most popular among fans over 45. 40% of fans surveyed over 55 believe AI will have a positive impact on sports.
“Fans around the world continue to embrace platforms and solutions that help them feel more connected and informed about their favorite sporting events and athletes, and our new research confirms that they are adopting technologies such as AI to deliver these experiences,” IBM said. Noah SaikenVice President of Sports and Entertainment Partnerships, IBM’s long-standing portfolio of sports and entertainment partnerships aims to meet fan expectations by providing partners with cutting-edge IBM technology from our AI and data platform, watsonx.
Other key findings include:
Fans are optimistic about the impact technology will have on sports, paving the way for generative, AI-powered experiences.
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63% of respondents noted that data analytics will have the most positive impact on sports, while 50% believe AI will have a positive impact.
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In terms of how generative AI can improve engagement, surveyed sports fans cited real-time updates (34%) and personalized content (29%) as their top priorities.
Fans have come to prioritize personalized, bite-sized content when consuming sports content.
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More than half of respondents (56%) turn to social media for additional sports content, 46% get additional content from broadcast/video news, and 35% rely on news articles.
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Of fans who engage with additional sports content, 64% watch highlight videos of the biggest moments, while 48% watch post-game summaries and analysis.
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Among those engaging with additional sports content, abridged content (33%) ranked as the top priority, followed by personalized content (26%).
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Sports fans are watching event recaps more frequently, with 41% of respondents reporting that they watch recaps or highlights weekly and 24% watching daily.
Younger fans, who tend to consume content across multiple screens and prefer AI-powered enhancements, could be changing how consumers experience sports content.
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Younger fans (18-29 years old) are most likely to watch sports highlights via social media than any other platform.
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When it comes to consuming sports content, fans ages 18-29 tend to cite personalized content as their top priority.
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Fans ages 18-29 are more likely to rate AI improvements as a high priority, with real-time updates (40%) and personalized content (36%) ranking at the top of their priority list.
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Real-time updates (26%) and personalized content (19%) also topped the list of priorities for AI improvements among older fans (ages 55 and over), although these respondents were much less likely to consider AI improvements a high priority.
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Younger fans are more likely than older fans (55+) to use multiple devices while attending sporting events: 10% of younger fans surveyed use three or more devices while watching sports, compared to just 2% of older fans.
While the most common way to watch sports is on television, fans are increasingly using multiple devices to watch sporting events.
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64% of fans surveyed said linear or streaming TV is their first choice for watching sports.
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Thirty-one percent of respondents said they are most likely to watch live sporting events via linear broadcast, 28% said they use a subscription streaming service, and 23% said they use a free streaming service.
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Mobile devices are a notable alternative for watching sports, with 20% of consumers saying it is their number one way to watch sporting events and 38% saying it is their second most popular choice.
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28% of sports fans surveyed reported using at least two devices while watching sporting events, and 24% reported using at least two devices while watching sports programming.
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Respondents cited multitasking as the main reason for using multiple devices when watching sports, followed by looking up more game information while watching or listening to sports.
To read the full survey, please visit: https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf
*research method
This survey May 2024 A survey of 18,082 U.S. sports fans aged 18 and over found that: CanadaEngland, France, Germany, Italy, Spain, Indiathe UAE, and Saudi ArabiaInterviews in each country were conducted online and the data was not weighted. In the United States, there were approximately 2,000 responses per market. CanadaEngland, France, Germany, Italy, Spainand India In the UAE, there were approximately 1,000 responses per market; Saudi Arabia.
To be eligible for the survey, respondents had to be at least an average sports fan and follow at least one of the following sports: soccer, cricket, tennis, basketball, baseball, rugby, golf, American football, Formula 1 racing, athletics, swimming and the Olympics.
About IBM
IBM is a leading global provider of hybrid cloud, AI and consulting expertise. We help clients in more than 175 countries use data insights to streamline business processes, reduce costs and gain a competitive edge in their industries. Thousands of government agencies and enterprises in critical infrastructure sectors, including financial services, communications and healthcare, rely on IBM’s hybrid cloud platform and Red Hat OpenShift to drive digital transformation quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting provide clients with open and flexible options. All of this is backed by IBM’s long-standing focus on trust, transparency, responsibility, inclusion and service. For more information, visit www.ibm.com.
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