Mumbai: Gracenote, the content data business unit of Nielsen, is expanding the capabilities of its Gracenote On Sports solution to help TV platforms deepen audience engagement beyond live games and create more immersive sports hub experiences.
With viewers increasingly consuming sports highlights, recaps, documentaries and analysis alongside live events, the enhanced On Sports solution now unifies a wide universe of related content across 160+ of the world’s most popular sports leagues and competitions in more than 50 countries. The updates make sports documentaries, event highlights, shoulder programming and game analyses seamlessly accessible through integrated sports hubs, while high-quality imagery of games, teams and athletes enables more visually rich and personalised user interfaces.
The new capabilities are designed to support streaming platforms, consumer electronics manufacturers and pay TV providers as sports consumption habits evolve. By enabling deeper engagement across a broader range of sports programming, the solution helps platforms improve content discovery, increase advertising opportunities and maximise content library monetisation.
Gracenote links live game airings with related and shoulder content, allowing existing fans to engage more deeply with their favourite sports while also serving as entry points for new audiences. Related content includes scripted and documentary programming focused on leagues, teams or sports themes, while shoulder content spans pre- and post-game shows, recaps, highlights and analysis.
Demand for sports documentaries, in particular, continues to surge. According to the 2025 Nielsen Tops of Sports report, total streaming viewership for sports documentaries among U.S. audiences reached 16.9 million minutes in 2024, up nearly 260% from 4.7 million minutes in 2021. At the same time, pre- and post-game programming is becoming an increasingly important touchpoint for sports communities.
By addressing this shift, the latest Gracenote On Sports enhancements enable platforms to go beyond simple game availability and position themselves as comprehensive destinations for modern sports experiences. Streamlined integration of sports data alongside video data through a single API ensures the solution is easy to deploy.
“From casual viewers to passionate fans, consumers are engaging with sports content in every way possible,” said Tyler Bell, SVP of Product at Gracenote. “Platforms have big opportunities to become go-to sports hubs for these valuable users, and Gracenote is uniquely positioned to help them realize these ambitions.”
Gracenote On Sports powers universal search and sports hub experiences by delivering enriched sports metadata, live schedules, and league and team information via a single API. With coverage spanning major global leagues including the NFL, NBA, Premier League and Formula 1, the solution helps TV providers drive viewer engagement and monetisation through sports-led experiences.
Gracenote will demonstrate the enhanced On Sports solution on an appointment-only basis at CES, taking place from January 6–8, 2026.
