Gracenote's State of Play Report

Amid fragmentation frustrations, UX is the future of streaming

As streaming content spreads across more services, viewers are struggling to find something to watch—and that frustration puts subscriber loyalty at risk.

Gracenote’s 2026 State of Play report explores how fragmentation is reshaping viewer behavior. Based on a survey of 3,000 streaming consumers across six countries, it finds that 87.4% consider user experience important when deciding which services to keep.

Inside the report:

How content discovery challenges affect engagement and retention.
Why live sports drive subscriptions while adding navigation hurdles.
What viewers want from consolidated guides and cross-service discovery.

Download the report to understand how better discovery can strengthen the streaming experience and demonstrate lasting subscription value.

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