[LAP-news] Fwd: Why 90% of Sports Fans Are Moving Beyond Just Watching
Mark Rauterkus
mark at rauterkus.com
Fri Aug 29 06:33:37 EDT 2025
-------- Original Message --------
Subject: Why 90% of Sports Fans Are Moving Beyond Just Watching
Date: 28.08.2025 12:02
From: Dean from Regen Sports <regensports at substack.com>
To: mark at rauterkus.com
Reply-To: Dean from Regen Sports
<reply+2ufyqp&3vced&&3d9b3a73d883d095c89c076eb45b3dfa75695aee030d95d5515f0731bd782074 at mg1.substack.com>
IBM's 20,864-fan survey across 12 countries reveals how AI, multi-device
viewing, and community engagement are redefining what it means to be a
sports fan--and why traditional TV is losing its grip
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Forwarded this email? Subscribe here [1 [1]] for more
[2 [2]]
WHY 90% OF SPORTS FANS ARE MOVING BEYOND JUST WATCHING [3 [3]]
IBM'S 20,864-FAN SURVEY ACROSS 12 COUNTRIES REVEALS HOW AI, MULTI-DEVICE
VIEWING, AND COMMUNITY ENGAGEMENT ARE REDEFINING WHAT IT MEANS TO BE A
SPORTS FAN--AND WHY TRADITIONAL TV IS LOSING ITS GRIP
Dean [4 [4]]
Aug 28
[4 [4]]
[5 [5]]
[6 [6]]
[7 [7]]
[8 [8]]
READ IN APP
_Hello sports tech enthusiasts 👋🏼 Welcome to Regen Sports, your
twice-weekly deep dive into the intersection of sports and technology.
Every Monday, catch up on the week's most important developments in
sports innovation, and every Thursday, explore in-depth analysis of
trends, companies, and technological breakthroughs reshaping the future
of sports._
-------------------------
Any guesses as to what this post is about? Anyone? 👀
IBM just dropped their 2025 Sports Survey, and it's packed with insights
that should fundamentally change how we think about fan engagement.
Based on responses from over 20,000 sports fans across 12
countries--from the US and UK to India and Brazil--this report reveals
fans who are more digitally sophisticated, AI-ready, and hungry for
interactive experiences than ever before.
The headline numbers tell a story of complete transformation: 90% of
fans now consume additional sports content beyond live games, 52% are
already using AI regularly, and 73% expect their viewing habits to
change dramatically by 2027.
This isn't just incremental change--it's proof that the traditional
"watch the game, go home" fan experience is dead. Today's fans want
highlights, analysis, community interaction, and personalised content
delivered across multiple devices simultaneously.
-------------------------
THE $58 BILLION SPORTS TECH REVOLUTION: WHY INNOVATION IS NO LONGER
OPTIONAL [9 [9]]
Dean [10 [10]]
·
Aug 21
Read full story
-------------------------
THE CONTENT REVOLUTION: BEYOND THE 90-MINUTE EXPERIENCE
Let's start with the most striking finding: 90% of sports fans now
actively seek out additional content beyond just watching games. This
isn't a nice-to-have anymore--it's the new baseline expectation.
Highlights Rule Everything: 51% of fans globally consider highlight
videos of "best moments" their top content preference. This preference
spans every age group and nearly every country surveyed, making
highlights the universal language of sports content.
Social Media Dominates Distribution: 58% of fans globally use social
media as their primary channel for consuming additional sports content.
Among younger fans, this jumps to 74% for 18-29 year-olds and 68% for
30-44 year-olds. Traditional sports media needs to take note--the
conversation has moved to platforms they don't control.
Influencers Drive Deep Engagement: While highlights satisfy general
consumption, fans turn to sports influencers for serious analysis. 59%
of fans who follow influencers prefer sports analysis and predictions,
with game reactions and highlights close behind at 56%.
The regional variations are fascinating too. India leads the world in
additional content consumption at 98%, followed by the Middle East at
96%. These markets aren't just adopting sports tech--they're defining
what comprehensive fan engagement looks like.
-------------------------
Subscribed [11 [11]]
AI ADOPTION: FASTER THAN ANYONE EXPECTED
The AI adoption numbers should wake up every sports organisation still
treating artificial intelligence as a future consideration rather than a
current reality.
Mass Adoption is Here: 52% of all sports fans use AI regularly or
occasionally. Among younger demographics, this spikes to 65% for 18-29
year-olds and 59% for 30-44 year-olds. When more than half your audience
is already using AI, you're not talking about early adopters
anymore--you're talking about mainstream behaviour.
Trust Levels Are High: 63% of fans globally trust AI-generated sports
content like match commentary and player insights. This trust level
eliminates the biggest barrier to AI implementation in sports media and
content creation.
Clear Priority Areas: Fans know exactly what they want from AI:
*
Real-time updates on player and team performance (35% high priority)
*
Personalised content recommendations (30% high priority)
*
Unique insights and analysis (29% high priority)
For Gen Z fans, real-time updates and personalisation aren't just
preferences--they're expectations that will determine which platforms
win their attention and loyalty.
Community-First Mentality: Perhaps most importantly, fans are
prioritising AI advancements [12 [12]]that help them engage with the
broader
sports community. This isn't about passive consumption--it's about
technology that facilitates social interaction around sports content.
-------------------------
[13 [13]]
Photo by Tech Daily [14 [14]] on Unsplash [15 [15]]
THE MULTI-DEVICE REALITY: HOW FANS ACTUALLY WATCH SPORTS
The viewing habits data reveals fans who have completely reimagined what
"watching sports" means in 2025.
Multi-Device is the New Normal: More than 25% of sports fans now use
multiple devices [16 [16]]while watching events. This behaviour has seen
significant year-over-year increases in key markets including the US,
Germany, India, the UAE, and Saudi Arabia. The primary driver? Getting
updates on other games happening simultaneously.
Linear TV's Declining Dominance: While TV remains the main device for
watching sports, its grip is weakening across major markets. Fewer fans
in the US and India are choosing TV as their primary device, with mobile
and desktop gaining ground. More critically, fewer fans are watching
live sports via traditional linear broadcast in the US, UK, Germany, and
India, while subscription streaming continues growing.
The 2027 Transformation: 73% of sports fans expect their consumption
habits to change significantly by 2027. The most anticipated changes
include attending more live events and watching more live
broadcasts/streaming. Among younger fans (18-29), an overwhelming 86%
expect their habits to evolve.
This data suggests we're not just seeing a gradual shift--we're
witnessing the early stages of a complete viewing behaviour
transformation that will accelerate over the next three years.
-------------------------
THE DEATH OF CABLE TV: HOW SPORTS STREAMING JUST HIT ITS TIPPING POINT
[17 [17]]
Dean [10 [10]]
·
Aug 14
Read full story
-------------------------
WHAT THIS MEANS FOR SPORTS ORGANISATIONS
IBM's survey data reveals fans who are technologically sophisticated,
community-focused, and ready for personalised experiences that extend
far beyond traditional game broadcasts.
For Content Creators: The 51% preference for highlight content, combined
with 58% using social media as their primary channel, creates a clear
content strategy blueprint. Organisations that can't produce compelling
highlights and distribute them effectively across social platforms will
lose audience engagement to those who can.
For Technology Providers: 52% AI adoption rates and 63% trust in
AI-generated content mean the market is ready for sophisticated AI
applications. The hesitation should shift from "Will fans accept AI?" to
"How quickly can we implement AI that delivers real-time updates and
personalised experiences?"
For Broadcasters and Streaming Platforms: The multi-device usage trend
and linear TV's decline signal that successful sports media companies
must design for simultaneous engagement across multiple screens, not
just passive single-screen viewing.
For League and Team Executives: 73% of fans expecting changed viewing
habits by 2027 means organisations have roughly two years to adapt their
fan engagement strategies before risking obsolescence.
-------------------------
THE IMPLEMENTATION OPPORTUNITY
The survey data shows fans aren't just open to sports technology
innovation--they're actively seeking it out and already adapting their
behaviour around it.
The convergence of high AI adoption (52%), community-first priorities,
and expected viewing habit changes (73% by 2027) creates an
unprecedented opportunity for sports organisations to implement
technology that fans actually want rather than trying to convince them
to adopt technology they don't understand.
But the window is limited. When 86% of younger fans expect their viewing
habits to change by 2027, organisations have approximately 18 months to
implement comprehensive technology platforms before their competitors
gain insurmountable advantages in fan engagement and loyalty.
-------------------------
THE ROAD AHEAD 🛣️
IBM's 2025 Sports Survey doesn't just document current fan behaviour--it
provides a roadmap for understanding which sports technology investments
will resonate with audiences versus which ones will be ignored.
The data reveals fans who are ready for AI-powered personalisation,
multi-device engagement, and community-focused experiences. They're not
asking sports organisations to innovate--they're demanding it while
simultaneously showing exactly what innovation they want.
For anyone building, investing, or working in sports tech, these
insights show that the fan revolution isn't coming--it's already here,
and it's being led by audiences who are more technologically
sophisticated and engagement-hungry than the industry has ever seen.
The sports organisations that understand this shift and implement
comprehensive technology platforms to serve these evolving fan
expectations will define the industry's next chapter. Those that don't
will find themselves serving a shrinking audience of fans whose viewing
habits haven't evolved since 2020.
-------------------------
WHY THIS SURVEY MATTERS
IBM's 2025 Sports Survey [18 [18]] provides concrete data about fan
behaviour
that moves sports technology discussion beyond theoretical possibilities
into actionable insights. When over 20,000 fans across 12 countries
consistently demonstrate sophisticated technology adoption and clear
preferences for AI-powered, community-focused experiences, the sports
tech industry has a blueprint for building products that fans actually
want rather than what organisations think they should want.
As always, stay tuned for next week's roundup as we continue tracking
the transformative developments reshaping the global sports technology
landscape.
> Track the Trends. Spot the plays. Shape the game.
Thanks for reading,
Dean
-------------------------
_P.S. If you found this newsletter valuable, please consider
subscribing. The sports tech industry grows stronger when we learn
together._
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(c) 2025 Dean
548 Market Street PMB 72296, San Francisco, CA 94104
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[1]
https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9yZWdlbnNwb3J0cy5zdWJzdGFjay5jb20vc3Vic2NyaWJlP3V0bV9zb3VyY2U9ZW1haWwmdXRtX2NhbXBhaWduPWVtYWlsLXN1YnNjcmliZSZyPTN2Y2VkJm5leHQ9aHR0cHMlM0ElMkYlMkZyZWdlbnNwb3J0cy5zdWJzdGFjay5jb20lMkZwJTJGd2h5LTkwLW9mLXNwb3J0cy1mYW5zLWFyZS1tb3ZpbmciLCJwIjoxNzIwNjU2OTcsInMiOjI2NTY0MzgsImYiOnRydWUsInUiOjY1MDEyNTMsImlhdCI6MTc1NjM5Njk5MywiZXhwIjoyMDcxOTcyOTkzLCJpc3MiOiJwdWItMCIsInN1YiI6ImxpbmstcmVkaXJlY3QifQ.bEnMlDpsfXtIoxBjP-T-nmfx0qolKg8FwfVGwHstK4w?
[2]
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[3]
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[6]
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[8]
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[10] https://substack.com/profile/239699934-dean
[11]
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[12]
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[12]
[13]
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[14]
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[15]
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[16]
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[17]
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[18]
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[19]
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[20]
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[21]
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[1]
https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9yZWdlbnNwb3J0cy5zdWJzdGFjay5jb20vc3Vic2NyaWJlP3V0bV9zb3VyY2U9ZW1haWwmdXRtX2NhbXBhaWduPWVtYWlsLXN1YnNjcmliZSZyPTN2Y2VkJm5leHQ9aHR0cHMlM0ElMkYlMkZyZWdlbnNwb3J0cy5zdWJzdGFjay5jb20lMkZwJTJGd2h5LTkwLW9mLXNwb3J0cy1mYW5zLWFyZS1tb3ZpbmciLCJwIjoxNzIwNjU2OTcsInMiOjI2NTY0MzgsImYiOnRydWUsInUiOjY1MDEyNTMsImlhdCI6MTc1NjM5Njk5MywiZXhwIjoyMDcxOTcyOTkzLCJpc3MiOiJwdWItMCIsInN1YiI6ImxpbmstcmVkaXJlY3QifQ.bEnMlDpsfXtIoxBjP-T-nmfx0qolKg8FwfVGwHstK4w?
[2]
https://substack.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.gaf5ZUO-QX6NQOEzf46Lk1ojEgsJzKGCu5Q-nxxGAZw?
[3]
https://substack.com/app-link/post?publication_id=2656438&post_id=172065697&utm_source=post-email-title&utm_campaign=email-post-title&isFreemail=true&r=3vced&token=eyJ1c2VyX2lkIjo2NTAxMjUzLCJwb3N0X2lkIjoxNzIwNjU2OTcsImlhdCI6MTc1NjM5Njk5MywiZXhwIjoxNzU4OTg4OTkzLCJpc3MiOiJwdWItMjY1NjQzOCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.4Ti27qCDsRvQL0FOk1lQcw2j5ZRRap_2DNKCyqz_bQQ
[4] https://substack.com/@regensports
[5]
https://substack.com/app-link/post?publication_id=2656438&post_id=172065697&utm_source=substack&isFreemail=true&submitLike=true&token=eyJ1c2VyX2lkIjo2NTAxMjUzLCJwb3N0X2lkIjoxNzIwNjU2OTcsInJlYWN0aW9uIjoi4p2kIiwiaWF0IjoxNzU2Mzk2OTkzLCJleHAiOjE3NTg5ODg5OTMsImlzcyI6InB1Yi0yNjU2NDM4Iiwic3ViIjoicmVhY3Rpb24ifQ.kqKL2pVbpE2opZgOaoOnnU8zRRuCzaXqzBH8Ikl_7Qk&utm_medium=email&utm_campaign=email-reaction&r=3vced
[6]
https://substack.com/app-link/post?publication_id=2656438&post_id=172065697&utm_source=substack&utm_medium=email&isFreemail=true&comments=true&token=eyJ1c2VyX2lkIjo2NTAxMjUzLCJwb3N0X2lkIjoxNzIwNjU2OTcsImlhdCI6MTc1NjM5Njk5MywiZXhwIjoxNzU4OTg4OTkzLCJpc3MiOiJwdWItMjY1NjQzOCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.4Ti27qCDsRvQL0FOk1lQcw2j5ZRRap_2DNKCyqz_bQQ&r=3vced&utm_campaign=email-half-magic-comments&action=post-comment&utm_source=substack&utm_medium=email
[7]
https://substack.com/app-link/post?publication_id=2656438&post_id=172065697&utm_source=substack&utm_medium=email&utm_content=share&utm_campaign=email-share&action=share&triggerShare=true&isFreemail=true&r=3vced&token=eyJ1c2VyX2lkIjo2NTAxMjUzLCJwb3N0X2lkIjoxNzIwNjU2OTcsImlhdCI6MTc1NjM5Njk5MywiZXhwIjoxNzU4OTg4OTkzLCJpc3MiOiJwdWItMjY1NjQzOCIsInN1YiI6InBvc3QtcmVhY3Rpb24ifQ.4Ti27qCDsRvQL0FOk1lQcw2j5ZRRap_2DNKCyqz_bQQ
[8]
https://substack.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.hk-2QQ1gXxlcA4ujgnmW22JwPSHe1GmSt-ApT2yhKb4?&utm_source=substack&utm_medium=email
[9]
https://substack.com/redirect/2cca1c35-57cd-4d21-9b65-f9e1127b99c3?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[10] https://substack.com/profile/239699934-dean
[11]
https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9yZWdlbnNwb3J0cy5zdWJzdGFjay5jb20vYWNjb3VudCIsInAiOjE3MjA2NTY5NywicyI6MjY1NjQzOCwiZiI6dHJ1ZSwidSI6NjUwMTI1MywiaWF0IjoxNzU2Mzk2OTkzLCJleHAiOjIwNzE5NzI5OTMsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.crsb5xvbg0haYwOHCmBrpEihUhhvzYNL4_Ah_P5AGEw?
[12]
https://open.substack.com/pub/regensports/p/the-ai-revolution-in-sports-why-fans?r=3yplni&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false
[13]
https://substack.com/redirect/1d89d1fa-11e4-4b11-8486-b3849aaf386e?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[14]
https://substack.com/redirect/d805c845-2409-4ad6-a7ec-eba697858581?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[15]
https://substack.com/redirect/4b54b160-23c5-4529-b7be-0b1d946f3d09?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[16]
https://substack.com/redirect/844faa2d-8baf-4679-aa69-8199f4812b7a?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[17]
https://substack.com/redirect/157dead1-28d1-4439-a452-871953a976d3?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[18]
https://substack.com/redirect/6ee18d71-5751-429b-a2bd-8b545e681616?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[19]
https://substack.com/redirect/5c6496e9-f056-437a-be03-2eb35e02e680?j=eyJ1IjoiM3ZjZWQifQ.wUx-GIKFM4U8Tofn9MUWI0QwlqRfQnLnKfRj0LIJg1E
[20]
https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9yZWdlbnNwb3J0cy5zdWJzdGFjay5jb20vYWN0aW9uL2Rpc2FibGVfZW1haWw_dG9rZW49ZXlKMWMyVnlYMmxrSWpvMk5UQXhNalV6TENKd2IzTjBYMmxrSWpveE56SXdOalUyT1Rjc0ltbGhkQ0k2TVRjMU5qTTVOams1TXl3aVpYaHdJam94TnpnM09UTXlPVGt6TENKcGMzTWlPaUp3ZFdJdE1qWTFOalF6T0NJc0luTjFZaUk2SW1ScGMyRmliR1ZmWlcxaGFXd2lmUS5mVVAyZTdjd25vZXhNckptaGVleTZiRW1ud2hTOGhIUHhteGNNRUQ0ZnFrIiwicCI6MTcyMDY1Njk3LCJzIjoyNjU2NDM4LCJmIjp0cnVlLCJ1Ijo2NTAxMjUzLCJpYXQiOjE3NTYzOTY5OTMsImV4cCI6MjA3MTk3Mjk5MywiaXNzIjoicHViLTAiLCJzdWIiOiJsaW5rLXJlZGlyZWN0In0.rJESzr5zsKB8YgvdtmKFceo2dawfYba3_TJjlxoamo0?
[21]
https://substack.com/redirect/2/eyJlIjoiaHR0cHM6Ly9zdWJzdGFjay5jb20vc2lnbnVwP3V0bV9zb3VyY2U9c3Vic3RhY2smdXRtX21lZGl1bT1lbWFpbCZ1dG1fY29udGVudD1mb290ZXImdXRtX2NhbXBhaWduPWF1dG9maWxsZWQtZm9vdGVyJmZyZWVTaWdudXBFbWFpbD1tYXJrQFJhdXRlcmt1cy5jb20mcj0zdmNlZCIsInAiOjE3MjA2NTY5NywicyI6MjY1NjQzOCwiZiI6dHJ1ZSwidSI6NjUwMTI1MywiaWF0IjoxNzU2Mzk2OTkzLCJleHAiOjIwNzE5NzI5OTMsImlzcyI6InB1Yi0wIiwic3ViIjoibGluay1yZWRpcmVjdCJ9.R4M78FJMRPGTtH1F14fDZPKeTus7rVDG8rwzJ06oWxQ?
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