Two recent studies show just how much artificial intelligence is already reshaping fan expectations. Today’s audiences want personalized, real-time and immersive engagement, and they expect it at lightning speed.
IBM’s new global survey reveals that Canadian sports fans are more than willing to let AI into the game. Real-time updates lead as the most desired way for AI to improve fan engagement, with 25% of respondents ranking them as their top priority, followed by personalized content (20%), unique insights (19%), meaningful predictions (17%), voice interfaces (15%) and engagement opportunities (12%).
In other words, AI isn’t a novelty; it’s becoming part of the playbook.
Meanwhile, a PwC study highlights how younger fans, ages 18 to 34, are consuming sports differently. With shrinking attention spans and a craving for unique experiences, only 19% say they watch an entire game at home without distractions. Most are multi-tasking—scrolling social media, browsing online or playing video games. What they value most are shorter, more dynamic games and interactive, immersive experiences that hold their attention.
The message for sports organizations is clear: fans aren’t pulling away from the action, they’re redefining how they connect with it. To keep pace, stakeholders need to lean into personalization, embrace AI and deliver the tech-driven, immersive experiences that audiences expect.
Those who adapt quickly won’t just capture attention in the moment, they’ll be well-positioned to drive long-term growth for the future.
Published October 2025
