A survey of 1,200 American sports fans conducted by Nexxen indicates that 60 percent of viewers struggle to locate live sports content across fragmented broadcast and streaming services. The findings underscore a growing demand for unified navigation and discovery tools within connected TV platforms to mitigate viewer churn.
The high rate of fans missing games suggests that content fragmentation has reached a breaking point where even dedicated viewers cannot navigate the current rights landscape. This friction directly correlates with churn, as 40 percent of fans have already canceled services within the past year due to cost or accessibility issues. For the broader ecosystem, this data validates the push for unified hubs like the Roku NHL Zone to aggregate metadata across disparate apps. As sports rights continue to migrate to digital-only platforms, the industry must prioritize standardized discovery tools to prevent further audience erosion. Watch for whether major streamers adopt more cross-platform deep-linking to reduce the 83 percent of fans demanding clearer navigation guides.
A new Nexxen report reveals that 60 percent of American sports fans struggle to locate live games across fragmented streaming services. This navigation confusion has caused half of surveyed viewers to miss games, contributing to high churn rates as 40 percent of fans canceled subscriptions due to accessibility and cost issues.
According to the Nexxen report, 60 percent of American viewers struggle to easily locate live games across fragmented streaming services.
Two out of five fans canceled a subscription in the last year, with 32 percent citing high costs and others seeking better providers or struggling with navigation issues.
Football is the primary driver of engagement, with 74 percent of respondents naming it as their main reason for subscribing to connected TV services.
Consumers associate Prime Video most closely with live sports at 55 percent, followed by YouTube TV at 46 percent and Hulu at 44 percent.
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