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IBM Study: Sports Fans Want Streamlined Digital Experiences as Platform Choices Expand

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Based on IBM Newsroom · Aug 24, 2026

A 2026 IBM study of over 20,000 sports fans across 12 countries finds rising digital expectations, with 46% demanding better experiences as platform choices expand and viewing habits shift toward streaming.

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IBM Study: Sports Fans Want Streamlined Digital Experiences as Platform Choices Expand
IBM Newsroom — IBM
Key points
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ARMONK, N.Y., August 24, 2026 – New research commissioned by IBM (NYSE: IBM ) reveals the digital expectations of surveyed sports fans are rising as they navigate more platforms, subscriptions and technology.
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According to the latest IBM Sports Intelligence Report *, based on responses from more than 20,000 sports fans across 12 countries, 46% of those surveyed say their expectations for digital sports experiences are higher than they the company is one to two years ago.
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Thirty percent (30%) of surveyed fans say they are most likely to use a subscription streaming service to watch live sports, nearly even with the 29% who select linear broadcast.
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Respondents who watch sports through digital platforms – such as streaming services -- cite convenience (43%) and access to exclusive content (27%) as the top reasons for choosing digital viewing over linear.
Key numbers
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The IBM Sports Intelligence Report, based on responses from more than 20,000 sports fans across 12 countries, indicates that 46% of fans now expect higher-quality digital sports experiences compared to one to two years ago.
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The survey highlights a near-even split in viewing preferences, with 30% favoring subscription streaming services and 29% preferring linear broadcast for live sports.
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Convenience (43%) and access to exclusive content (27%) are the primary reasons fans choose digital platforms over traditional broadcasts.

The IBM Sports Intelligence Report, based on responses from more than 20,000 sports fans across 12 countries, indicates that 46% of fans now expect higher-quality digital sports experiences compared to one to two years ago. The survey highlights a near-even split in viewing preferences, with 30% favoring subscription streaming services and 29% preferring linear broadcast for live sports. Convenience (43%) and access to exclusive content (27%) are the primary reasons fans choose digital platforms over traditional broadcasts.

AI usage among respondents rose from 52% to 69% year over year, though trust in AI-generated sports content declined slightly from 63% to 59%. Fans who already use AI demonstrate significantly higher trust in AI-generated content, at 74% compared to 27% among non-users. Accuracy remains the top priority for fans, with 44% valuing highly accurate sports information over speed, which is cited by 23%. Accuracy is also the leading driver of trust in AI-powered insights, mentioned by 45% of respondents.

Among sports app users, 40% cite consolidated information as the main reason for using apps, while 35% rely on them for real-time updates when unable to watch events. Live statistics and analytics have seen the fastest growth, with 30% of users reporting increased usage compared to one to two years ago. Sports apps are also increasingly used for transactions, with 33% purchasing tickets, 30% ordering food or beverages, and 29% buying merchandise through these platforms in the past year.

Kameryn Stanhouse, IBM Vice President of Sports and Entertainment Partnerships, emphasized the need for reliable, connected digital experiences that centralize information. The survey, conducted by Morning Consult in June 2026, included 20,589 sports fans aged 18 and older across 12 countries, with responses collected online and unweighted.

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