#United States #New York #Gracenote #Sports Viewing #Home Screen

Gracenote Study Highlights Sports Fans' Viewing Preferences

A recent report by Gracenote, Nielsen’s content intelligence division, sheds light on the evolving preferences of sports fans when it comes to finding their favorite games on television. The 2026 Global Sports Fan Report titled "Home Screen Advantage" found that a striking 85% of fans wish for TV home screens to prominently display which events are upcoming and where they can watch them. This demand comes amidst growing frustrations with fragmented viewing options across various networks and platforms.

Fragmentation in Sports Broadcasting

The study highlights a common challenge faced by sports aficionados: despite an increasing number of programming choices, navigating these options has become increasingly difficult. According to the survey, 26% of sports fans frequently struggle to determine the channel or service that broadcasts specific games. This problem is particularly pronounced amongst younger viewers; 36% of respondents aged 18-34 often find themselves lost in the maze of multiple services and channels.

This fragmentation was further illustrated by the fact that over two-thirds of participants resorted to online searches to find game coverage, yet a significant proportion (32%) expressed dissatisfaction with the accuracy of the search results concerning locally televised games.

A Call for Better Solutions

Given the barriers fans face in accessing the content they wish to see, there is a remarkable opportunity for media providers. The report noted that a substantial 68% of fans subscribe to at least one sports service, and half indicated readiness to subscribe to more services to gain access to their favorite programming.

In an effort to address these challenges, the survey participants engaged with an interactive demo powered by Gracenote On Sports, which showcased a unified platform bringing together real-time linear and streaming schedules, multiple viewing options, and rich statistics.

Key Benefits of a Centralized Platform

The responses revealed a clear demand for enhanced viewing experience:

• - Easier Discovery: An overwhelming 91% of viewers believe that centralizing sports information—including where to find specific games—would simplify their search process.
• - Personalized Viewing Experience: 67% of survey participants expressed a desire for customized schedules and statistics aligned with their favorite teams and leagues.
• - Time Efficiency: A notable 45% stated that a centralized sports schedule could save them a minimum of five minutes when attempting to locate a game.

Trent Wheeler, Head of Product Innovation at Gracenote, emphasizes the urgency of addressing these frustrations. He stated, "Sports content has a strong, passionate fan base. While teams and leagues are creatively engaging fans like never before, the struggle to locate live games and programming persists. By integrating schedules, viewing options, and highlights into one seamless experience, platforms can significantly enhance sports discovery for viewers."

Beyond Live Competitions

The findings also illuminate that sports fandom consists of more than just live events. Among respondents, 77% reported that they watch sports-related programming apart from live competitions, with 38% favoring highlights over full game broadcasts. This preference for a variety of content provides platforms additional avenues to engage fans consistently.

Through the Gracenote On Sports API, users gain access to a comprehensive array of sports data, viewing links, and metadata covering over 75 sports and 340 leagues spanning more than 50 countries. This suite of capabilities promises to create enduring, seamless experiences, connecting fans to not just live competitions but also related programming and content.

Download the Full Report

For further insights into how fans discover sports content, what drives their subscription choices, and the home-screen features they value the most, the full report titled "Home Screen Advantage" is available for download. The survey was conducted online from June 29 to July 8, 2026, with 3,000 adult respondents across Australia, Brazil, Germany, Mexico, the U.K., and the U.S.

This data highlights the importance of addressing the evolving needs of sports fans in today's increasingly complex media landscape, as well as the potential for further collaboration between providers and consumers in enhancing the sports viewing experience.