- IBM’s (NYSE:IBM) latest study found that 68 per cent of Canadian sports fans see value in AI-powered features, particularly real-time insights, personalized content and faster recaps
- Canadian fans are increasingly using streaming services and sports apps, while many want easier access to favourite teams, players and sports content
- Subscription fatigue remains a challenge, with 44 per cent of respondents frustrated by managing multiple sports streaming subscriptions and many interested in a centralized sports platform
- IBM stock (NYSE:IBM) opened trading at US$238.30
Canadian sports fans are increasingly looking beyond the game itself, placing greater value on personalized content, faster access to information and AI-powered features that enhance how they follow their favourite teams and athletes, according to a new IBM (NYSE:IBM) Sports Intelligence Report.
The study, commissioned by IBM and conducted by Morning Consult, surveyed 20,589 sports fans across 12 countries, including 2,047 respondents in Canada. The findings suggest that while traditional viewing habits remain important, Canadian fans are embracing digital technologies and artificial intelligence as part of their overall sports experience.
This article is a journalistic opinion piece that has been written based on independent research. It is intended to inform investors and should not be taken as a recommendation or financial advice.
According to the report, 68 per cent of Canadian respondents said they see value in AI-powered sports features, while 75 per cent identified at least one AI-driven capability they believe could improve sports viewing over the next two to three years. Among the most sought-after features were real-time statistical insights and predictions, cited by 27 per cent of respondents, followed by personalized content tailored to individual interests, selected by 21 per cent.
The report also found that Canadian fans place a strong emphasis on trust and accuracy when it comes to AI-generated content. More than half of respondents, 51 per cent, said accuracy is a key factor in determining whether they trust AI-generated sports information, while 46 per cent said accuracy is more important than speed.
IBM’s findings indicate that fans are increasingly seeking technologies that help them consume sports content more efficiently. More than half of Canadian respondents said they want faster event recaps (54 per cent), greater access to favourite players and teams (52 per cent) and more personalized experiences (51 per cent).
Interest in future AI applications also remains strong. Thirty-one percent of respondents identified real-time translation for international sporting events as a technology that could improve the viewing experience in the coming years, while 27 per cent expressed interest in AI-generated recaps and summaries.
Viewing habits continue to shift as audiences increasingly adopt digital platforms. Traditional linear television remains the most commonly used platform for watching live sports among Canadian respondents, accounting for 37 per cent of viewing in 2026. However, subscription streaming services increased their share to 24 per cent, up from 20 per cent in 2025. Social media platforms also grew as a destination for sports viewing, rising from 8 per cent to 11 per cent.
Among respondents who prefer digital platforms over traditional broadcasting, 46 per cent cited convenience as the primary reason for their choice.
At the same time, the study highlights ongoing frustrations with the current sports media landscape. Forty-four percent of Canadian respondents said managing multiple subscriptions to watch different sports and leagues is frustrating. The findings suggest that fans are looking for more centralized ways to access content.
More than one-third of respondents, 36 per cent, said they would likely download a single sports app that combines live streaming, scores, statistics and related content in one platform. Sports apps already play a significant role in fan engagement, with 65 per cent of Canadian respondents reporting they currently use them, up slightly from 63 per cent a year earlier.
Fan interaction is also extending beyond live events. Social media emerged as the most popular channel for engaging with fellow supporters, with 23 per cent of respondents naming it as their preferred option. By comparison, 18 per cent preferred interacting with fans in person at sporting events, while 7 per cent chose sports apps.
The report suggests that sports organizations, broadcasters and technology providers may face growing pressure to deliver seamless and personalized experiences as fan expectations evolve. The findings indicate that many Canadian fans now view the overall experience surrounding sports, from content discovery and analysis to social engagement and personalized updates, as nearly as important as the live event itself.
“Not that long ago, fans watched the game, checked the score and caught the highlights later,” IBM Canada president, Deb Pimentel, said in a news release. “Today, they can stream live events, access real-time statistics, follow players on social media and get personalized content wherever they are. Our research shows those new possibilities are raising expectations. Fans want faster access to information, more personalized experiences and easier ways to stay connected to the sports, teams and players they care about.”
The survey was conducted in June 2026 among adults aged 18 and older who identified themselves as sports fans and followed at least one major sport, including soccer, basketball, baseball, tennis, golf, Formula One racing and the Olympics. The Canadian sample carries a margin of error of approximately plus or minus two percentage points at the 95 per cent confidence level. Researchers noted that respondents were drawn from an online, non-probability panel and that the results are representative of survey participants rather than all Canadian sports fans.
About IBM
International Business Machines Corp. is a global hybrid cloud, AI and consulting company with clients in more than 175 countries.
IBM stock (NYSE:IBM) opened trading around half a per cent lower at US$238.30 and has lost about 20 per cent since the year began.
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