No longer just a destination for on-demand TV shows and movies, today’s streaming landscape offers a growing abundance of linear programming, namely sports on subscription services and news on FAST channels.
As it becomes more comprehensive, the streaming ecosystem is growing even more siloed, amplifying content discovery challenges for viewers. Across age groups and countries, 47% of streaming viewers say they’re spending more time looking for something to watch than they were a year ago.
40% of streaming viewers say they often can’t find what they’re looking for, and their services aren’t able to help them find it
– 2026 Gracenote streaming consumer survey
With streaming now the dominant TV option, audiences are paying for more subscriptions than they were a year ago, and they’re spending more time with the content they offer. Sports is a growing contributor here, as 65% of streaming viewers say they would likely sign up for a service for live sports.
Despite the dominance of streaming, however, negative sentiment about fragmentation is growing. With more than 50% of viewers feeling overwhelmed by content and service choice, desire for a better user experience is rising. People still love their streaming experiences, but slightly less than they did a year ago.
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