Sports fans are demanding more personalized, real-time and immersive experiences, according to a new IBM study.
By Angela Kryhul, Editor, ADRENALIN
A new global study from IBM shows just how quickly sports fandom is evolving. The survey, released in June 2025 and covering nearly 21,000 fans across 12 countries—including 2,039 in Canada—reveals that technology is transforming how fans connect with their favourite teams and players.
Key insights into Canadian fan behaviour:
For 88% of Canadian fans, the sports experience extends beyond the game itself. Their top destinations for extra content are social media (52%), broadcast/video news (44%) and news articles (33%).
When engaging with additional content, Canadian fans’ favour highlight videos (58%), post-match or event analysis (36%) and player interviews (33%).
Canadian fans show a clear preference for official league apps (29%) and sports-focused social media platforms (25%).
In the stands, Canadians tap into apps for deeper engagement, with 40% following real-time stats, analytics and replays, and 36% keeping up with live commentary.
44% of Canadian fans follow sports content creators and influencers, with engagement peaking among fans aged 18-44.
Real-time updates is the most in-demand AI feature among Canadian fans, with 25% ranking them as their top priority for enhancing engagement.
Key global findings
Beyond the live game, 90% of all respondents said they engage with additional sports content, with video highlights the most popular, followed by recaps and player interviews.
Seventy-three percent of fans use dedicated sports apps, especially those attending games in person. Over 25% of fans watch on multiple devices simultaneously, checking scores, updates or social feeds.
Artificial intelligence is rising in sports fandom: 85% see value in AI integration and 63% trust AI-generated content. Fans said they prioritize real-time updates (35%) and personalized content (30%), and more than half want AI-driven commentary and predictive insights.
Influencers and community matter, with 59% following influencers for game analysis and predictions. Community engagement is now a top priority, with more fans ranking it first or second compared to 2024.
Published September 2025
