AI in demand for sports broadcasting

Audiences are increasingly demanding a more data-rich experience of watching sports broadcasting.
According to new research from NTT, 54% of people aged 18-34 believe that AI is capable of successfully predicting the results of sporting events, and 52% of the same age group said that accurate predictions make sporting events more engaging. 

Less than half (46%) of respondents said that their current data experience makes a sporting event more enjoyable, which NTT says “exposes the need for the right technology infrastructure and solutions to deliver the sophisticated experiences sporting fans expect”. 

However, the research also found that only 26% of people across all age groups are aware of AI and machine learning being used at sporting events.

Ruth Rowan, global chief marketing officer at NTT said: “There’s a real hunger in the sports industry for a more futuristic viewing experience for fans. And, like any organization looking to thrive, sports providers need transformation to remain relevant and competitive in a rapidly digitising world. 

“Whether that’s through live analytics and data enhancements, AI-powered experiences, or connected stadiums – it’s clear ICT infrastructure, the cloud, and mobile services have a critical role to play as the sports industry evolves to meet the growing demands of digitally savvy supporters.”

Elsewhere, the research found that over half (56%) of 18- to 34-year-olds said they would increase their use of “second screens” during live sporting events over the next three years.