Indian Sports Fans Prefer Gen AI-Driven Real-Time Updates, Personalisation: IBM Study
Fans are prioritising more personalised and time-saving digital sports content, with the majority recognising the positive impact tech like AI will have on these experiences, the study showed.
As sports fans tune in to athletic events this year, new research commissioned by IBM shows a growing shift and acceptance of technology-driven experiences that will impact the future of sports consumption.
Findings from the study, conducted by Morning Consult, showed that fans are prioritising more personalised and time-saving digital sports content, with the majority recognising the positive impact technologies like artificial intelligence will have on these experiences.
India was among the countries ranked the highest where fans are prioritising generative AI-enabled real-time updates and personalised content. Data also showed that younger sports fans are more likely to favour AI-enhanced features as they turn to digital platforms for sports content.
Globally, surveyed fans aged 18-29 used 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 believed AI will have a positive impact on sports.
Respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans over 45 years of age. Of the surveyed fans over the age of 55, 40% believed 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 favourite sporting events and athletes," said Noah Syken, vice president, sports and entertainment partnerships, IBM.
Other key study findings include:
Fans Are Optimistic About Technology In Sports
Of the respondents, 63% pointed to data analytics as having the most positive impact on sports, while 50% thought AI will have a positive impact. On how generative AI can improve engagement, fans identified real-time updates (34%) and personalised content (29%) as the top priorities.
Fans Prioritise Personalised, Bite-Sized Content
More than half (56%) of respondents turned to social media for additional sports content; 46% were getting additional content from broadcast/video news while 35% were turning to news articles. Of the fans engaging in additional sports content, 64% viewed highlight videos of best moments, and 48% consumed post-match recaps and analysis.
Respondents ranked summarised content (33%) as their top priority followed by personalised content (26%). Sports fans are watching event summaries more often, with 41% indicating they watch summaries or highlights weekly; 24% reported daily engagement.
Younger Fans More Likely To Favour AI-Powered Enhancements
Younger fans (18-29) were most likely to view sports highlights through social media over other platforms. When it came to consuming sports content, fans aged 18-29 were more likely to rank personalised content as their top priority.
Fans aged 18-29 were also more likely to rate AI improvements as high priority, with real-time updates (40%) and personalised content (36%) topping the list of priorities. While real-time updates (26%) and personalised content (19%) also topped the list of AI improvement priorities among older fans (55+), these respondents were less likely to consider AI improvements a high priority.
Use Of Multiple Devices For Sports
Of the younger fans, 10% used three or more devices while watching sports compared to only 2% of older fans. Overall, linear or streaming TV was the top choice for 64% of fans; 31% said they are most likely to watch a live sporting event on linear broadcast, 28% used a subscription streaming service and 23% used a free streaming service. Subscription streaming of live sporting events was most popular among younger fans aged 18-29.
Around 20% of consumers reported mobile devices is the top way they watch sports, 28% used at least two devices while watching, and 24% used at least two devices while listening to sports. Respondents ranked multi-tasking as the top reason for using multiple devices when consuming sports.
