IBM Study: Sports Fans Want Streamlined Digital Experiences as Platform Choices Expand
IBM, Monday, August 24th, 2026
IBM's survey of 20,000 fans finds 46% now expect more from digital sports experiences than one to two years ago.
The latest IBM Sports Intelligence Report draws on responses from more than 20,000 sports fans across 12 countries.
It finds that 46% of those surveyed say their expectations for digital sports experiences are higher than they were one to two years ago, as the number of platforms carrying sport continues to grow.
AI use among surveyed fans increased in 2026, with accuracy identified as the factor driving fan trust in AI-generated content.
Nearly half of respondents said they would download a single consolidated sports app, though only about three in ten currently see one available that meets the need.