A quarter (26%) of sports fans across Australia, Brazil, Germany, Mexico, the UK and the US are unable to identify which channel or service broadcasts a certain sporting event, according to a report by Gracenote, Nielsen's content intelligence business. 

Nineteen percent of fans say it takes more than 10 minutes to find the game they’re looking for.

Eighty-five percent of respondents stated that the TV home screen could be a part of the solution by displaying upcoming games and competitions for their favorite teams and leagues, along with where-to-watch information.

The research also signals a commercial opportunity for media providers: 68% subscribe to at least one service for its sports offering, and half would likely add another to access their preferred sports programming.

Trent Wheeler, head - product innovation, Gracenote, said, "Sports content has a strong, passionate fan base. 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. By bringing game schedules, where-to-watch information, highlights and more into one experience, platforms can simplify sports discovery, differentiate their offerings and give their customers a true home for the sports they love.”