Report shows fans struggle to find live games amid streaming fragmentation

Gracenote (the content intelligence business unit of Nielsen) has released a global sports survey called Home Screen Advantage, which focuses on fragmentation across channels and services that has made live events harder to find. 

26% of all respondents say they are always or often unable to identify which channel or service carries a specific event, while 36% of respondents ages 18-34 frequently cannot find out where to watch the sports they want.

85% want the TV home screen to display upcoming games and competitions for their favourite teams and leagues, along with where-to-watch information.

More than two-thirds of respondents use internet searches to locate coverage, yet 32% of respondents from the US say results always or often lack accurate information about locally televised games.

68% of respondents subscribe to at least one service for its sports offering, and half would likely add another to access their preferred sports programming.

As part of the research, Gracenote showed those taking part a demo powered by Gracenote On Sports of an interface that brought together real-time linear and streaming program schedules, showing viewing choices across different channels and apps. 

Having seen the demo, 91% said centralising sports information, including where to watch specific games, would make it easier to find the games and events they want.

67% also expressed interest in schedules and statistics tailored to the teams and leagues they follow.

More than 45% of respondents said centralised sports schedules would save them at least five minutes when trying to find a game or event.

“Sports content has a strong, passionate fan base. Teams and leagues are creating more ways than ever for fans to engage, but viewers still struggle to find live games and other sports programming across today’s many apps and services,” said Trent Wheeler, head of product innovation at Gracenote. 

“By bringing game schedules, where-to-watch information, highlights and more into one experience, platforms can simplify sports discovery, differentiate their offerings and give their customers a true home for the sports they love.”

The 2026 Gracenote Global Sports Fan Survey was conducted online during 29 June-8 July, among 3,000 adults in Australia, Brazil, Germany, Mexico, the UK and the US. Approximately 500 respondents were based in each country.