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.
Global SVOD services are delivering global content experiences
Despite their roots in the U.S., the five global SVOD services tracked in the Gracenote Data Hub offer more global content than U.S. content.
Sports programming grew its footprint across the streaming landscape in 2025
While content libraries grow and distribution channels multiply, sports have become the hottest commodity across the streaming landscape.
How RAG and MCP differ in powering AI-driven TV experiences
RAG and MCP each address the limitations of LLMs, but they approach the issue in fundamentally different ways.