Free from the confines of linear schedules, streaming TV audiences have reached a saturation point. While they remain enamored by their streaming experiences, the expanding web of services has become unwieldy and hard to navigate.
Not only is it taking viewers an increasing amount of time to find something to watch, many know what they want to watch and still can’t find it. This is particularly true for sports fans.
One-third of streaming viewers say that the amount of streaming options and content has a negative effect on their TV enjoyment
-2025 Gracenote streaming viewer survey
The untethered nature of video distribution is the new norm across the CTV landscape, and it’s taking its toll on audiences. Nearly 20% even report abandoning their TVs altogether when their searches come up empty.
Fragmentation isn’t going anywhere, but publishers have the opportunity to streamline content discovery journeys—even if it means helping viewers find something that another publisher distributes. While audiences understand that the landscape has many options, they would much rather open one door to get to what they’re looking for than have to open 10.
Plot holes in AI
Without proper grounding, large language models aren’t able to deliver accurate search and discovery results for TV viewers.
Streaming plays a supporting role for the 2026 FIFA World Cup
The centralized broadcast experience of the 2026 World Cup will be fragmentation free for U.S. sports fans—an attribute that may change with future tournaments.
Sports content on global SVOD services will soon rival movie catalogs
Sports distribution across global SVOD providers now eclipses 38.5k programs.