IBM study finds 46% of sports fans raise expectations for digital viewing experiences

IBM survey of 20,589 sports fans found 46% raised digital experience expectations versus one to two years ago.

• Streaming became the top live-sports viewing choice at 30% versus 29% for linear broadcast, signaling accelerating platform fragmentation.
• Subscription complexity is emerging as a churn risk, with 39% frustrated by managing multiple services, rising to 46% for Gen Z.
• AI usage rose to 69% from 52%, while trust in AI sports content slipped to 59% from 63%, with accuracy the main trust driver.
• Demand for consolidation looks high but monetization weaker: 47% would use a single sports app, while 29% would pay.