Artificial intelligence is no longer a supporting act in sports and media — it’s becoming the engine driving every major shift.
That’s the central message of the newly released Digital Trends Report 2026 by global sports marketing giant IMG, which describes AI as the “disruptive force” transforming everything from fan discovery to content production, global distribution, and platform strategy.
Now in its eighth year, the report analyzes the technologies that will shape how rightsholders, creators, and brands operate in 2026. And this year, AI is not simply a trend — it is the thread that connects them all.
YouTube Remains King, Spotify Enters the Chat, and China Tells a Different Story
For the second year running, YouTube tops the global platform power rankings. Its unmatched reach, flexible formats, and robust analytics keep it at the center of sports media strategy.
Instagram, TikTok, and Facebook follow, while Spotify enters the list for the first time, signaling the growing crossover between sports, entertainment, and audio-first storytelling.
Meanwhile in China, the game looks very different — Douyin, WeChat, and Kuaishou reign, and the next generation (Gen Alpha) is gathering on Xiaohongshu (RedNote), a hybrid platform reshaping discovery culture.
Seven Industry-Defining Predictions for 2026
1. “More Is More”: High-Volume, High-Quality Content Wins
The era of slow, polished, episodic content is over.
Sports brands now need constant creation, across all platforms, in all formats.
AI will accelerate workflows — editing, clipping, tagging, translation — but human creative talent becomes even more valuable.
The winners will be organisations that combine scale, authenticity, and storytelling without sacrificing originality.
2. Amazon Becomes Sports’ New Operating System
Amazon’s ecosystem — Prime Video, Twitch, AWS, and integrated commerce — now sits at the intersection of sports, technology, and fan experience.
AWS-powered AI insights, real-time stats, prediction engines, shoppable streams — Amazon is quietly building a one-stop universe.
Rightsholders must now:
- Build Amazon-specific content
- Manage data/IP governance
- Prepare for AI-driven commerce-led experiences
On Amazon, content is not just watched — it's bought, measured, and monetized instantly.
3. AI Agents Change Fan Discovery: Generative Engine Optimisation (GEO) Emerges
AI assistants, chatbots, and agentic search are increasingly deciding what fans watch, buy, or attend.
This shift introduces a new discipline:
Generative Engine Optimisation (GEO)
— the art of creating authoritative, structured, human-led content that AI systems trust, cite, and surface.
If brands don’t optimize for AI agents, they risk disappearing from the future of discovery.
4. “Main Character Energy”: People Beat Institutions
Algorithms reward faces, not logos.
Fans follow:
- athletes
- creators
- commentators
- behind-the-scenes characters
Sports organisations must:
- empower players to be storytellers
- train on-camera talent
- collaborate with creator ecosystems
- embrace two-way communication
Otherwise they risk fading into cultural irrelevance.
5. One Global Language… Without Losing the Local Soul
Real-time AI translation means content travels the world instantly.
But global reach doesn’t guarantee cultural relevance.
Fans still crave:
- local humour
- regional ambassadors
- culturally authentic narratives
Brands must combine AI fluency with human insight, ensuring global content feels truly local.
6. The Short-Form Fallacy: Virality Isn’t Fandom
Short-form video is essential — but it’s a gateway, not a destination.
Reels, TikToks, and Shorts fuel discovery, but long-form content creates retention, loyalty, and revenue.
Podcasts, documentaries, live analysis, and storytelling build emotional connection — the lifeblood of fandom.
7. Gen Alpha Takes Over RedNote — China’s Next Discovery Engine
In China, Gen Alpha’s digital world revolves around Xiaohongshu (RedNote): a blend of search, social, and shopping driven by AI-based discovery.
Winning here requires:
- native, community-first content
- local creators
- genuine trust
- deep cultural alignment
Authenticity, not advertising, earns influence.
Platform Power Rankings 2026
China
- Douyin
- Kuaishou
- RedNote
- Bilibili
Rest of the World
- YouTube
- TikTok
- X
- Spotify
- Snapchat
- Twitch
- Substack
- Threads
The Human Touch Still Wins
Lewis Wiltshire, SVP & Managing Director of IMG Digital, summarises the year ahead perfectly:
“For the first time, AI is threaded throughout our predictions as the heart of all change. But amidst the technological advances, human creativity and local insight will matter more than ever.”
2026 won’t be defined by AI alone — but by the organisations that learn to combine machine efficiency with human imagination, cultural nuance, and authentic storytelling.
The future of sports and media will be faster, more global, more personalised — but ultimately, still deeply human.