Summary
This document is a research report detailing the methodology and key findings of the 2025 Sports Survey conducted by Morning Consult for IBM. The survey was carried out from June 23 to June 30, 2025, involving 20,864 sports fans aged 18 and above from various countries, including the US, Canada, the UK, and several others. Respondents were required to identify as at least average sports fans, following specific sports. The report outlines how technology is reshaping fan engagement, with a notable increase in the consumption of sports content beyond live events. Key findings indicate that 90% of fans engage with additional content, such as highlight videos and analysis, and that AI is becoming integral to the sports experience. The report also highlights trends in multi-device usage and the evolving expectations of sports fans regarding personalized and immersive digital experiences. Overall, the findings reflect significant shifts in how fans interact with sports content compared to previous years.
