Gracenote is upgrading its On Sports metadata platform to help streaming services unify their fragmented sports offerings. The update allows platforms to build "sports hubs" that connect live games with related content like documentaries and highlights, aiming to keep viewers engaged beyond the final whistle.

• Connecting the dots: The enhanced platform links live events to "shoulder content" (like pre-game shows) and "related content" (such as documentaries), all delivered through a single API. The update also injects high-quality team and athlete imagery to create the visually rich interfaces users now demand.

• The documentary boom: The move is a direct response to changing fan habits, as viewers increasingly look for sports content beyond live games. A 2025 Nielsen report found that U.S. viewership for sports documentaries surged nearly 260% since 2021, showing a clear appetite for an always-on sports content diet.

By acting as the connective tissue for sports discovery, Gracenote is positioning itself as a key infrastructure player for any service trying to become a go-to destination for sports fans in a world of splintered content rights. The sports streaming landscape continues to heat up, with YouTube expanding into live sports by streaming its first free global NFL game and a recent report finding that streaming-exclusive NFL ads are significantly more effective than their broadcast counterparts.