The study surveyed 2,047 Canadian sports fans and found that 68% see value in AI-powered sports features, while 75% identified at least one AI-powered capability they believe could improve the sports viewing experience over the next two to three years.
Among the features Canadian fans value most are real-time statistics and predictions, selected by 27% of respondents, followed by personalized content based on their interests, chosen by 21%.
The survey also highlights growing demand for faster access to sports information. 54% of Canadian respondents want faster event recaps, while 52% want greater access to their favourite players and teams. Another 51% said they want more personalized experiences.
Traditional broadcasts remain the leading platform
Despite the growth of digital services, traditional television remains the most-used platform for watching live sporting events among Canadian respondents. Thirty-seven percent said they use linear broadcasts in 2026.
Subscription streaming, however, increased from 20% in 2025 to 24% in 2026. Social media also gained ground as a destination for sports viewing, rising from 8% to 11%.
Among Canadian respondents who prefer digital platforms over traditional broadcasts, 46% cited convenience as the main reason.
Sports apps are also becoming part of the way Canadians follow their favourite competitions. Sixty-five percent of respondents said they currently use sports apps, up from 63% in 2025.
Fans want simpler ways to follow sports
The survey identified fragmented viewing experiences as a source of frustration for many Canadian sports fans. Forty-four percent said managing multiple subscriptions to watch the sports they follow is frustrating.
At the same time, 36% said they would be likely to download a single, centralized sports app combining live streaming, scores, statistics and related content in one place.
Fans’ interactions are also increasingly tied to digital platforms. Twenty-three percent of Canadian respondents said social media is their preferred way to interact with other sports fans, compared with 18% who prefer interacting in person at sporting events and 7% who prefer sports apps.
Accuracy is a key factor in AI-powered sports content
Trust is another important consideration as artificial intelligence becomes more involved in the sports experience.
Fifty-one percent of Canadian respondents said accuracy matters when deciding whether to trust AI-generated sports content. In addition, 46% said accuracy is more important to them than speed.
Looking ahead, 31% identified real-time translation for international sporting events as a technology that could improve the viewing experience over the next two to three years. Another 27% selected AI-powered recaps and summaries.
The findings point to a sports experience that increasingly extends beyond the live event itself. Real-time statistics, streaming services, social media, sports apps and personalized content are giving fans more ways to follow teams, players and competitions.
How the survey was conducted
IBM commissioned Morning Consult to conduct the online survey in June 2026 among 20,589 sports fans aged 18 and older across 12 countries, including the United States, Canada, the United Kingdom, France, Germany, Italy, Spain, India, the United Arab Emirates, Saudi Arabia, Mexico and Brazil.
The Canadian sample included 2,047 respondents. Participants were required to identify as at least average sports fans and follow one or more sports, including soccer, cricket, tennis, basketball, baseball, rugby, golf, American football, Formula 1, track and field, swimming or the Olympics.
The Canadian sample has an approximate margin of error of +/- 2 percentage points at a 95% confidence level. IBM notes that respondents were drawn from an online, non-probability panel and self-identified as sports fans. As a result, the findings are representative of the survey respondents and are not necessarily representative of all Canadian sports fans or the general population.
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