Sports programming across the top 5 subscription video-on-demand services increased 52% year-on-year, according to new figures from Gracenote, Nielsen’s content data unit.
The findings, published in the latest Gracenote Data Hub update, point to an accelerating push by streamers to use live sport and related programming to drive engagement and retention.
Paramount+ was highlighted as the leading SVOD destination for sports at the individual game and event level, moving ahead of Amazon Prime Video and Netflix over the past 12 months. Gracenote said the service now offers more than twice as much sports content as any other SVOD platform, following a 219% year-on-year rise.
The increase follows Paramount+ securing UFC broadcast rights previously held by ESPN, with coverage starting in January 2026.
Gracenote also noted that Disney+ saw its sports catalogue contract by 23% over the same period.
Paramount+ globally includes sports programming through CBS Sports distribution – such as UEFA club competitions (Champions League, Europa League, Conference League) rights in the US market, NFL games, Serie A soccer, golf and NCAA sports. There are considerably fewer sports in Europe, but this will change in the UK and Ireland from 2027–28 to 2030–31, having won the majority of the rights to the Champions League.
The expansion is not limited to paid services. Gracenote’s review of 2,060 FAST channels available worldwide found sports content on free ad-supported streaming grew 30% year-on-year.
News was the standout FAST genre, with more than 200 dedicated news channels now available and news programming up 58% year-on-year. Movies and TV shows on FAST increased 26% and 24% respectively.
