The report, which surveyed over 20,000 fans across 12 countries, highlights a pivotal shift in viewing habits. Streaming services now rival linear broadcasts, with 30% of fans favoring digital platforms primarily for convenience and exclusive content access. While 47% of respondents expressed interest in a single, consolidated sports app, financial barriers remain: only 29% are willing to pay for such a service, with premium live viewing and ad-free interfaces cited as the most significant incentives for subscription.

AI integration is also accelerating, with usage among fans jumping to 69% year-over-year. However, trust in AI-generated content is contingent upon precision. Accuracy is the primary driver for 45% of users, outweighing speed by a significant margin. This reliance on data extends to app utility, where fans increasingly utilize platforms for real-time statistics, ticket purchases, and live event transactions. Kameryn Stanhouse, Vice President of Sports and Entertainment Partnerships at IBM, noted that the organizations likely to succeed are those that marry high-fidelity accuracy with streamlined user interfaces, effectively reducing the friction of modern fandom.