IBM Study Finds 85% of Sports Fans Value AI-Driven Content, Trust AI-Generated Content

IBM's global research study found that 85% of sports fans see value in integrating AI into their sports experiences, with 63% trusting AI-generated content. Fans increasingly want dynamic digital content, real-time features, and community-driven experiences. Mobile sports apps are widely adopted, and 80% believe AI will significantly influence sports consumption by 2027.

FuboTV (NYSE: FUBO) has further strengthened its position in the premium sports streaming market by expanding its global sports lineup. The company announced multi-year content partnerships with DAZN in Canada and a separate carriage deal with Ligue 1 in France through its Molotov subsidiary. These agreements expand Fubo’s live sports offerings, including marquee rights like the NFL, UEFA Champions League, and Ligue 1, bolstering its global sports-first strategy.

In Canada, FuboTV and DAZN signed a multi-year partnership to deliver one of the most comprehensive sports lineups to Canadian fans. Under the deal, DAZN will add Fubo Sports Network to its Canadian platform, while Fubo will stream DAZN’s premium live sports, including exclusive rights to the NFL, UEFA Champions League, UEFA Europa League, English Premier League, Serie A, Bundesliga, top boxing events, and more. DAZN subscribers in Canada can bundle Fubo Sports Network with their DAZN plan, while Fubo subscribers can purchase DAZN content as a standalone service or as part of Fubo’s robust subscription packages. The partnership also brings DAZN Ringside, its 24/7 boxing channel, into Fubo’s Canadian lineup at no additional cost.

Separately, FuboTV’s French subsidiary, Molotov, signed a non-exclusive carriage deal with Ligue 1 for the 2025/2026 season. The agreement brings Ligue 1+, the official broadcast service of France’s top professional soccer league, to Molotov subscribers. Through the partnership, Molotov customers can stream eight of the nine Ligue 1 McDonald’s matches live each gameday, with the ninth available on delay, alongside exclusive programming such as shows, replays, documentaries, and club-focused content. The deal supports Molotov’s strategy to integrate premium sports into its broad entertainment ecosystem.

These strategic moves come as IBM’s global research study found that 85% of sports fans see value in integrating AI into their sports experiences, with 63% trusting AI-generated content. Fans increasingly want dynamic digital content, real-time features, and community-driven experiences. Mobile sports apps are widely adopted, and 80% believe AI will significantly influence sports consumption by 2027. FuboTV’s enhanced content offerings align well with these evolving fan preferences.

FuboTV stock gained over 191% year-to-date and traded higher by 1.38% to $3.68 at last check Friday, reflecting investor confidence in the company’s strategic direction. The stock rose on August 8 on strong second-quarter 2025 earnings before reversing to trade 1% lower. Revenue fell 2.8% to $379.97 million, topping estimates, while adjusted EPS of 5 cents beat forecasts for a loss. North America streaming revenue dropped 3% to $371.3 million as paid subscribers slid 6.5% to 1.36 million, though still above preliminary guidance. Globally, revenue rose 4.7% to $8.7 million, with subscribers down 12.5% to 349,000.

References:
[1] https://finance.yahoo.com/news/fubotv-strengthens-premium-sports-lineup-144230424.html
[2] https://www.marketscreener.com/news/ibm-study-sports-fans-demand-more-dynamic-digital-content-powered-by-ai-ce7c51dfdc8cf626