Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


AI ‘is the holy grail for enhanced sports viewing’

Half of millennials expect to increase their use of second screens in next three years

A new report from NTT has found that sports organisations need to invest in artificial intelligence in order to create the best viewing experience for fans.

The company surveyed 3,700 sports fans from around the world and found that 46 per cent of respondents indicated that their current data experience makes a sporting event more enjoyable.

It also found:

  • Over half (54 per cent) of people aged 18-34 believe AI is capable of successfully predicting the results of a sporting event.
  • Around the same amount (52 per cent) said accurate predictions make a sporting event more engaging.
  • Yet, only a quarter (26 per cent) of people across all age groups were aware of AI and machine learning actually being used at sporting events, exposing a huge opportunity to create greater engagement.

The NTT research also found over half (56 per cent) of 18- to 34-year-olds said they would increase their use of “second screens” during live sporting events over the next three years.

Plus, 51 per cent of respondents across all age groups said they track live updates from a sporting event via their second screen (mobile or tablet) – at a rate of once a week or more. The primary motivation for using a second screen during a sporting event is access to data and stats (34 per cent), with four in 10 people wanting even more statistics to enhance their digital experience.