The latest Digital Trends Report 2025 from IMG predicts a transformational year for the sports industry, driven by the growing influence of platforms like YouTube, advancements in artificial intelligence (AI), and a strategic pivot toward direct-to-consumer (D2C) models.
YouTube: The Sports Powerhouse
YouTube has emerged as the leading platform for sports, topping IMG’s 2025 Platform Power Rankings. The report highlights YouTube’s unmatched ability to reach, engage, and monetize audiences, with Instagram, TikTok, and Facebook following closely behind.
This year marked significant growth for YouTube in sports. Notable partnerships include the Women’s Super League (WSL), which streams all 66 non-televised matches of the 2024/25 season on the platform, tripling viewership according to The Guardian. Channel 4 also credited YouTube for its role in boosting younger audience engagement during its coverage of the Paris Paralympics.
YouTube has also been at the forefront of short-form content innovation, a trend gaining traction across sports leagues globally. While monetization of formats like YouTube Shorts, TikTok videos, and Instagram Reels remains a challenge, IMG anticipates significant commercial breakthroughs by 2025.
D2C Models: Shifting to Gamification and Value Creation
IMG predicts a major shift in sports organizations’ D2C strategies. Historically reliant on non-premium content for direct engagement, leagues and teams are moving toward platforms that emphasize gamification, rewards, and active participation.
“2024 has seen a clear advancement in direct-to-consumer strategy and a widespread industry shift toward community-focused platforms,” said Lewis Wiltshire, SVP and Managing Director of Digital at IMG. “This evolution is reflected in our platform power ranking, as opportunities for rights holders and dynamics among digital channels continue to shift.”
AI and Wearables: The Next Frontier
AI is becoming an integral part of the sports experience. IMG highlighted key fan-facing activations, such as Peacock’s use of AI during the Paris 2024 Olympics and EuroLeague Basketball’s partnership with WSC Sports to create customizable AI-generated content. The report underscores that fans favor personalized experiences over generic AI-driven interactions, citing limited enthusiasm for Meta’s AI celebrity chatbots.
Wearable technology is another area of rapid adoption. Devices like Apple Watches are generating vast amounts of user data, creating new opportunities for fan engagement and performance tracking. However, IMG cautions that sports organizations will need to compete with increasing distractions for consumer attention, focusing on engaging audiences across both primary and secondary screens simultaneously.
Looking Ahead
Wiltshire emphasized the importance of staying ahead of digital trends: “Each year, we present the sports industry with a clear view of the technology and trends to be aware of over the next 12 months. Our seventh edition is no exception, as we guide our partners on digital strategy through our extensive expertise.”
As 2025 approaches, sports organizations will need to adapt to these evolving trends, leveraging platforms like YouTube, adopting AI-driven solutions, and refining their D2C strategies to remain competitive in a rapidly changing digital landscape.