AI Boosts Viewer Engagement for Sports Broadcasts, Per NTT

Artificial intelligence dubbed the “holy grail” for enhanced sports viewing.
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JOHANNESBURG, South Africa—Live sports remains one of the most watched elements of live television, but that doesn’t mean that the experience still can’t be improved upon. According to a new report from research and development company NTT around 54% of viewers are not fully satisfied with sports viewing experiences, but they also say that a solution could be found in the form of artificial intelligence and machine learning.

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One area of interest for the use of AI in sporting events is for predicting outcomes. More than half of survey respondents age 18-34 (54%) think AI is capable of successfully predicting the results of a sporting event, with nearly the same amount (52%) suggesting that accurate predictions would make a sporting event more engaging. However, across all ages, only 26% of respondents were aware of AI or machine learning technology being used for sporting events.

Additional findings from the NTT report reveal that 56% of millennials (18-34) said they expect to increase their use of “second screens” during live sporting events over the next three years. Across all age groups, 51% of respondents are tracking live updates of sporting events through a second screen at least once a week. A key motivator for including a second screen experience, according to 34% of participants, is for greater access to data and stats.

“It’s clear ICT infrastructure, the cloud and mobile services have a critical role to play as the sport industry evolves to meet the growing demands of digitally savy supporters,” said NTT in its announcement.