IMG Report Highlights AI’s Dual Role & Platform Shifts in Sports Digital Landscape
IMG’s eighth annual digital trends report identifies artificial intelligence (AI) and evolving platform priorities as key forces shaping the future of sports content and engagement. The study underscores the increasing challenge for sports organizations to capture audience attention amidst a surge in both professional and user-generated content.
The report finds that simply balancing content quality and quantity is no longer sufficient for success. Instead, a focus on authenticity and direct engagement with athletes and creators is proving more effective in attracting digital audiences. IMG recommends sports bodies invest in talent, resources, and AI-powered tools to streamline workflows, scale content production, and personalize experiences – leveraging technologies like real-time translation to broaden global reach.
A critically important finding is the growing impact of consumer AI platforms like Google’s Gemini and ChatGPT, which are increasingly replacing customary search engines. IMG advises the industry to consider “generative Engine Optimisation” alongside traditional SEO and prioritize intellectual property protection in this rapidly evolving landscape.
The report also points to Amazon’s expanding influence within the sports industry, noting its role as a key supplier and its deepening partnerships with leagues and federations.
In terms of platform prioritization, youtube remains the leading ‘priority’ digital platform for IMG, for the second year running. The Google-owned platform boasts over two billion monthly short-form video views, is the world’s largest podcast platform, and is a dominant connected TV app in key markets. IMG’s platform power rankings place YouTube ahead of Instagram and TikTok, with Spotify entering the top 12 for the first time. A separate ranking for China reflects the dominance of domestic platforms like Douyin (owned by ByteDance).
To further explore the impact of technology on the sports industry, SportsPro is conducting a survey to gather insights on key trends, innovations, and opportunities. Participants will be entered for a chance to win an annual SportsPro+ membership.