Gracenote, the content intelligence business unit of Nielsen, has released new analysis showing that sports has become one of the fastest-growing content categories across leading global subscription video-on-demand (SVOD) platforms.
According to the company’s latest Q2 2026 update from the Gracenote Data Hub, sports content now accounts for 5% of overall programming across major streaming services.
The analysis, which newly includes HBO Max alongside platforms such as Amazon Prime Video, Apple TV+, Disney+, Netflix and Paramount+, found that HBO Max currently offers the largest share of sports programming among tracked services.
Gracenote stated that HBO Max accounts for 35% of available sports content across major streamers and 42% at the individual game and event level.
The report noted that sports represented just 1.4% of programming across major SVOD platforms in November 2024. Over the last 18 months, that share has grown significantly, with nearly 38,500 sports shows, episodes, games and events now available across leading global streaming services.
Following HBO Max, Amazon Prime Video was identified as the second-largest sports content destination with 25% of sports programming, followed by Netflix at 16% and Disney+ at 14%.
The report also highlighted continued growth in FAST (Free Ad-Supported Streaming Television) channels, which increased by 19% year-on-year. News channels recorded the fastest annual growth at 57%, while sports remained one of the dominant genres across FAST ecosystems.
According to the analysis, live sports events account for more than one-third of all content available on sports-focused FAST channels globally.
