The sports broadcasting industry is poised to surpass $60 billion this year, a significant increase from $56 billion in 2023 and $54 billion in 2022. With so much at stake, broadcasters are innovating to attract new viewers and engage more closely with existing fans.
A hefty new study from IBM, “Global Sports Attitudes and Behaviors,” offers insights from more than 18,000 sports fans across 10 countries, exploring how they engage with sports content, including live coverage and highlights, and their future preferences.
The IBM study, conducted by Morning Consult, reveals a growing generational shift and acceptance of technology-driven experiences that will impact the future of sports consumption. It provides a clear roadmap for broadcasters to enhance fan engagement and satisfaction through the strategic use of technology.
By embracing digital transformation, leveraging AI and data analytics, enhancing social media engagement, and supporting multi-device viewing, broadcasters can stay ahead of the curve and meet the evolving needs of sports fans.
Embracing Change
The big headline from the study is the growing generational shift in how sports are consumed. The data shows that younger sports fans are more likely to favor AI-enhanced features as they increasingly turn to digital platforms for sports content.
Surveyed fans aged 18-29 are using a mobile phone or tablet as their primary device to watch sporting events more often than older fans, with subscription streaming of live sporting events being most popular among the younger age group. Nearly two-thirds (58%) of 18-29 year-old respondents also believe AI will have a positive impact on sports.
Alternatively, respondents from older age groups remain loyal to traditional methods of consumption, with linear broadcasting being most popular among fans 45+. Forty percent of surveyed fans above the age of 55 believe AI will have a positive impact on sports.
To embrace this shift, IBM says broadcasters should invest in developing and enhancing digital platforms, including websites and mobile applications, that provide seamless access to live and on-demand content. These platforms should offer user-friendly interfaces and high-quality streaming capabilities to attract and retain viewers.
Utilizing over-the-top services, which are becoming increasingly popular, is also key, and IBM urges broadcasters to expand their presence on OTT platforms to reach a wider audience and provide flexible viewing options.
Optimizing content for mobile platforms is also crucial, says IBM, including the development of responsive websites and apps that offer a high-quality viewing experience on smartphones and tablets.
This is backed up by the 20% of fans across all age groups who report mobile devices as their top choice for watching sports, with another 38% considering it their second option. Moreover, a full 58% of younger fans report using mobile devices as their primary method for watching sports, meaning that this is just a taste of what is to come.
Leveraging AI and Data Analytics
Artificial intelligence presents a number of opportunities for increasing engagement, especially with younger audiences. Some countries are already leading the way, including India, where 34% of fans see real-time updates as a top priority, while 29% prioritize personalized content through AI. Fans in the UAE and Saudi Arabia rank among the highest globally in their optimism about AI’s impact on sports, with more than 50% expressing positive sentiments.
Broadcasters can enhance viewer engagement by using AI algorithms to analyze viewer behavior and preferences. Personalized content recommendations, automated highlights, and tailored notifications can keep viewers engaged and returning for more.
Personalized content is a top priority for 26% of fans across all age groups, the IBM survey reports. Drilling deeper, 40% of younger fans prioritize real-time updates through AI, while 36% prioritize personalized content. Conversely, only 26% of fans aged 55+ prioritize real-time updates through AI, while 19% prioritize personalized content.
Predictive analytics can provide invaluable insights into game outcomes, player performance and viewer preferences, and the survey reports that 63% of respondents believe data analytics positively impacts sports. Broadcasters can use these insights to create more compelling content and enhance the viewing experience.
Automated content generation is another key enhancement that can ensure timely and relevant updates for fans and help broadcasters keep their content fresh and relevant. AI tools can automatically generate highlights, summaries and other content, ensuring fans have access to the latest updates without delay.
Enhancing Social Media Engagement
Social media has become an indispensable part of sports consumption, especially — again — among younger fans, and the study reveals several key trends in how fans use social media for sports.
Driving engagement and reach, highlight videos on social media are viewed by 64% of fans, the survey reports, while 48% of fans consume post-match recaps and analysis. The trend for summarized and bite-sized content is also growing, with 33% of respondents who engage in additional sports content prioritizing summarized content, while just 26% favored personalized content.
IBM advises broadcasters to focus on creating content that is easily shareable on social media platforms. This includes highlight videos, behind-the-scenes footage, and interactive posts that encourage fans to engage and share with their networks.
Live interactions on platforms like Twitter and Instagram can also enhance fan engagement and community building. Broadcasters can host live Q&A sessions, polls, and discussions during games to create a more interactive and immersive experience.
Perhaps most important, social media analytics can provide a trove of insights into viewer behavior and preferences. Broadcasters can use these insights to tailor their content and engagement strategies to better meet the needs of their audience.
Give Fans All the Screens
The study highlights the growing trend of multi-device usage among sports fans, particularly younger viewers, and the need for synchronized content across devices.
Fans use multiple devices for various reasons, including multi-tasking and seeking additional game information. For instance, they might watch a game on TV while following live updates and social media discussions on their mobile phones.
The study found that 28% of fans use at least two devices while watching sports, and that those aged 18-44 are more likely to engage in these activities. Going further, 10% of younger fans use three or more devices while watching sports (compared to only 2% of older fans).
IBM advises broadcasters to ensure their content is synchronized across multiple devices, allowing viewers to switch seamlessly between screens without missing any of the action. Multi-device solutions can offer enhanced interactivity, such as live chats, polls, and additional content only accessible on mobile screens, which can drive deeper engagement and satisfaction among fans.
Real-time updates and push notifications can also keep fans engaged by delivering timely information directly to their devices. Personalized notifications about game developments, player statistics and upcoming events can enhance the fan experience.
Television Still Rules, for Now
Broadcasters can breathe a sigh of relief — linear and streaming TV remains the dominant platform for sports viewing, but its role is evolving with the rise of digital alternatives.
Nearly two-thirds (64%) of fans prefer linear or streaming TV for watching sports. Linear broadcast remains the top choice for 31% of respondents, while subscription streaming services are preferred by 28%.
Across generational lines, older viewers (45+) report a preference for linear broadcasting, such as cable TV, for watching sports, citing its familiarity and ease of use, while — surprising no one — younger fans (18-29) are more inclined towards subscription streaming services, reflecting their preference for on-demand content and flexibility.
This generational divide underscores the challenges traditional sports broadcasters face, but there are also a plethora of opportunities for those willing to invest in meeting viewers wherever they might be.
READ MORE: Global Sports Attitudes and Behaviors (IBM)
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