• AI use among surveyed sports fans increased in 2026, with accuracy driving fan trust• Nearly half of respondents would download a single, consolidated sports app -- but only about 3 in 10 would pay for one• Managing multiple subscriptions has become a source of frustration for surveyed sports fans
Aug 24, 2026
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.
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 were one to two years ago. That shift is already visible in their viewing habits. 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. 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.
