- International sports fans surveyed are optimistic about the
impact of technologies like AI on their digital sports
experiences.
- Real-time updates and personalized content rank as top
priorities for fans when it comes to how generative AI can enhance
following and engaging with sports events.
- Younger sports fans overwhelmingly embrace AI-powered
experiences and digital platforms for sports content consumption
and engagement.
ARMONK,
N.Y., June 26, 2024 /CNW/ -- As sports fans
worldwide tune in to a myriad of athletic events this summer, new
research commissioned by IBM (NYSE: IBM) reveals a growing
generational shift and acceptance of technology-driven experiences
that will impact the future of sports consumption.
The international study*, conducted by Morning Consult, gathers
insights from more than 18,000 sports fans across 10
countries to better understand both how they follow and engage
with sports, including live coverage, highlights, and summaries, as
well as preferences for future engagement and consumption. The
findings confirm that fans are prioritizing more personalized
and time-saving digital sports content, with the majority
recognizing the positive impact technologies like artificial
intelligence (AI) will have on these experiences.
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:
Fans are optimistic about the impact of technology on
sports, paving the way for generative AI powered
experiences
- 63% of respondents point to data analytics as having the most
positive impact on sports, while 50% of respondents think AI will
have a positive impact.
- When it comes to how generative AI can improve engagement,
surveyed sports fans identify real-time updates (34%) and
personalized content (29%) as the top priorities.
- India, UAE and Saudi Arabia rank the highest in countries
where fans are prioritizing real-time updates and personalized
content powered by generative AI.
Fans now prioritize personalized, bite-sized content when
it comes to their consumption of sport content
- More than half (56%) of respondents turn to social media for
additional sports content; 46% are getting additional content from
broadcast/video news while 35% are turning to news articles.
- 64% of those fans engaging in additional sports content are
viewing highlight videos of best moments; 48% are consuming
post-match recaps and analysis.
- Among those engaging in additional sports content, respondents
rank summarized content (33%) as their top priority followed by
personalized content (26%).
- Sports fans are watching event summaries more often, with 41%
of respondents indicating they watch summaries or highlights
weekly; 24% report daily engagement.
Younger fans may be reshaping how consumers experience
sports content, as they engage with content via multiple screens
and are more likely to favor AI-powered enhancements
- Younger fans (18-29) are most likely to view sports highlights
through social media over other platforms.
- When it comes to consuming sports content, fans aged between
18-29 are more likely to rank personalized content as their top
priority.
- Fans aged 18-29 are more likely to rate AI improvements as high
priority, with real-time updates (40%) and personalized content
(36%) topping the list of priorities.
- While real-time updates (26%) and personalized content (19%)
also top the list of AI improvement priorities among older fans
(55+), these respondents are much less likely to consider AI
improvements a high priority.
- Younger fans are also more likely to be using multiple devices
while engaging with sporting events than older fans (55+). 10% of
younger fans surveyed use three or more devices while watching
sports compared to only 2% of older fans.
While TV is the most common method for viewing sports,
fans are increasingly using multiple devices to follow sporting
events
- 64% of surveyed fans say linear or streaming TV is their top
choice for watching sports.
- 31% of respondents say they are most likely to watch a live
sporting event on linear broadcast; 28% say they use a subscription
streaming service and 23% use a free streaming service
- Subscription streaming of live sporting events is most popular
among younger fans aged between 18-29.
- Mobile devices are a noteworthy alternative for watching
sports, with 20% of consumers reporting it is the top way they
watch sporting events and 38% saying it is their second most likely
options.
- 28% of surveyed sports fans use at least two devices while
watching sporting events; 24% report they use at least two devices
while listening to sports
- Fans between 18-44 are more likely to be using three or more
devices.
- Respondents rank multi-tasking as the top reason for using
multiple devices when consuming sports, followed by finding
more game information while watching or listening to the
sport.
To view the full study, visit:
https://newsroom.ibm.com/image/IBM+Global+Sports+Attitudes+and+Behaviors+Report+June+2024.pdf
*Study Methodology
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.
About IBM
IBM is a leading provider of global hybrid
cloud and AI, and consulting expertise. We help clients in more
than 175 countries capitalize on insights from their data,
streamline business processes, reduce costs and gain the
competitive edge in their industries. Thousands of government and
corporate entities in critical infrastructure areas such as
financial services, telecommunications and healthcare rely on IBM's
hybrid cloud platform and Red Hat OpenShift to affect their digital
transformations quickly, efficiently and securely. IBM's
breakthrough innovations in AI, quantum computing,
industry-specific cloud solutions and consulting deliver open and
flexible options to our clients. All of this is backed by IBM's
long-standing commitment to trust, transparency, responsibility,
inclusivity and service. Visit www.ibm.com for more
information.
Media Contacts:
Sarah Benchaita
IBM Corporate Communications
sarah.benchaita@ibm.com
Marisa Conway
IBM Corporate Communications
conwaym@us.ibm.com
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SOURCE IBM