# AI-driven audience clustering in sport media: a human–computer interaction approach using ‘CoPE-DEC’

## TL;DR

This study uses AI to identify different types of sports media audiences based on their behaviors and attitudes, offering insights for personalized content and industry strategies.

## Contribution

A novel AI-based clustering framework, CoPE-DEC, is introduced to analyze sports media audience characteristics from an HCI perspective.

## Key findings

- Three distinct audience clusters were identified: Sports Value Orientation, Sports Consumption Culture Orientation, and Sports Attitude Orientation.
- Each cluster exhibits unique behavioral, attitudinal, and value-oriented traits in sports media consumption.
- The CoPE-DEC method effectively uncovers latent audience typologies and preference structures.

## Abstract

This study investigates the characteristics and underlying patterns of sports media audiences from a human–computer interaction (HCI) perspective using artificial intelligence–based deep learning analysis, with the aim of providing foundational data for the sports media industry. To this end, a novel unsupervised clustering framework, the Column-conditioned Prototype-Enhanced Deep Embedded Clustering (CoPE-DEC) technique, was employed to model and analyze multidimensional viewer experience data derived from sports media consumption contexts. The analysis identified three distinct audience clusters with differentiated behavioral, attitudinal, and value-oriented characteristics. The first cluster, labeled “Sports Value Orientation,” was characterized by enhanced concentration during sports viewing, promotion of cooperative skills, motivation for health and exercise, vicarious satisfaction, aesthetic appreciation of sports movements, and admiration for athletes’ professional and economic success. The second cluster, termed “Sports Consumption Culture Orientation,” exhibited a strong preference for sports broadcasts over entertainment content, frequent consumption of online sports media, active engagement with preferred sports, participation in sports-related tourism and activities, acquisition of sports skills through media, and consumption of sports-related products. The third cluster, identified as “Sports Attitude Orientation,” reflected predominantly social and emotional dimensions of sports viewing, including improved social adaptation, relationship formation, group cohesion, stress relief, psychological stabilization, healthy competitive attitudes, and enhanced overall wellbeing. These findings demonstrate that AI-driven deep learning approaches, particularly the CoPE-DEC framework, are effective in uncovering latent audience typologies and preference structures in sports media consumption environments. By integrating HCI principles with advanced clustering techniques, this study offers a methodological contribution to audience analysis research and provides practical implications for audience segmentation, personalized content design, and strategic decision-making in the sports media industry. Future research is encouraged to extend this approach by incorporating diverse AI methodologies and multimodal data sources to further advance interdisciplinary insights at the intersection of HCI, artificial intelligence, and sports media studies.