Gracenote Transforms ‘On Sports’ From TV Guide to Fan Trap

Nielsen’s Gracenote is updating its On Sports discovery tool, pivoting it from a simple logistics engine into a comprehensive fan engagement platform designed to keep viewers locked in, a move.

• Beyond the box score: One year after a launch that focused mostly on game times and channels, the B2B solution now lets providers build unified hubs that connect viewers to "shoulder content" like post-game analysis and "related content" like team documentaries.

• The documentary boom: The pivot is a direct response to changing viewer habits, with Gracenote citing data from its parent company, Nielsen, that shows viewing time for sports documentaries has jumped nearly 260% in the U.S. since 2021.

• The big opportunity: "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," said Tyler Bell, SVP of Product at Gracenote.

The strategy positions Gracenote as the central nervous system that guides how fans find and watch sports, giving platforms the tools to reduce churn. It all comes a year after its initial debut at CES 2025, and its strategy aligns with broader industry trends where streaming services are using deep content libraries to keep viewers engaged.