A recent international study conducted by Morning Consult and commissioned by IBM reveals that sports fans, especially younger generations, are increasingly open to the integration of artificial intelligence (AI) in digital sports experiences. Key findings highlight the importance of real-time updates and personalised content in enhancing sports engagement for fans across various age groups.
A recent international study commissioned by IBM highlights the growing acceptance and optimism among sports fans regarding the impact of technologies like artificial intelligence (AI) on digital sports experiences. Conducted by Morning Consult in May 2024, the survey gathered insights from over 18,000 sports fans across 10 countries, exploring their engagement with live coverage, highlights, and sports summaries.
Key findings show that real-time updates (34%) and personalized content (29%) are top priorities for fans on how generative AI can enhance their sports engagement. Notably, younger fans aged 18-29 are more inclined to use mobile phones or tablets for watching sports and favor AI-enhanced features. More than half (58%) of this group view AI positively impacting sports.
Conversely, older fans, particularly those over 55, prefer traditional linear broadcasting but are gradually recognizing the potential benefits of AI, with 40% holding a positive view.
The study shows that 64% of respondents use linear or streaming TV as their primary means of watching sports. However, there is a significant shift towards mobile and multi-device usage among younger fans.
The survey underscores a generational shift in sports consumption habits, identifying a broad acceptance of AI technology to improve digital sports experiences, particularly among younger audiences.
