Sports fans have more programming choices than ever, but fragmentation across channels, streaming services and apps is making live events harder to find, according to a new report from Gracenote.
In a new report released on Tuesday, Gracenote said more than one-quarter of respondents to a recent survey said they’re often or always unable to identify which channel or service is carrying a particular live event.
The discovery challenge is greater among younger viewers: Thirty-six percent of respondents ages 18-34 frequently cannot determine where to watch the sports they want. But struggles transcend age demographics, with most sports fans saying they’re unable to figure out which channel is carrying a particular game or competition at any given time.
The report suggests the TV home screen could become a more important sports discovery tool for platforms, smart TV makers and streaming services. Eighty-five percent of respondents said they want the home screen to display upcoming games and competitions for their favorite teams and leagues, along with where-to-watch information.
Internet search remains a common workaround, but Gracenote said it does not always solve the problem. More than two-thirds of respondents use search engines to locate sports coverage, while 32 percent of U.S. respondents said search results always or often lack accurate information about locally televised games.
The findings also point to a commercial opportunity for media companies and streaming platforms: Gracenote said 68 percent of respondents subscribe to at least one service because of its sports offering, while half said they would likely add another service to access their preferred sports programming.
To test interest in a more unified sports discovery experience, respondents were given access to a custom web demo powered by Gracenote On Sports. The interface combined live linear and streaming schedules, viewing options across channels and apps, real-time statistics and deep links to programming available across multiple platforms.
The response was broadly positive. Ninety-one percent of respondents said centralizing sports information, including where to watch specific games, would make it easier to find the games and events they want. Sixty-seven percent said they were interested in schedules and statistics personalized around the teams and leagues they follow.
More than 45 percent said centralized 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,” Trent Wheeler, the Head of Product Innovation at Gracenote, said in a statement on Tuesday. “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.”
Wheeler said platforms can simplify discovery and differentiate their services by bringing schedules, where-to-watch information, highlights and related content into one experience.
The report also found sports fandom extends beyond live events: Seventy-seven percent of respondents watch sports-related programming in addition to live competition, while 38 percent prefer highlights to full games.
The full report is available to download by clicking or tapping here.
