Research firm Nielsen will release a new solution next month that aims to make it easier for sports fans to find their favorite team to watch across various linear TV channels and streaming video apps.

The solution, called Gracenote On Sports, will be unveiled at the Consumer Electronics Show in Las Vegas from January 7th to 9th.

Gracenote On Sports includes a single application protocol interface, or API, that collects data from over 150 professional and collegiate sports leagues and sports competitions connected to Gracenote’s video data, including image and content IDs.

Gracenote On Sports can be used in a variety of ways, from integration into the electronic program guide on a traditional or streaming video platform or app, to standalone mobile and tablet apps that help viewers find something to watch across channels and services to find.

But helping people find sports on TV and video apps is only part of the equation. Gracenote On Sports also promises to provide real-time match results and team standings from all competitions, which can significantly improve electronic program guides, discovery apps and similar services beyond mere discovery.

“Sports programming has the unique ability to attract large and passionate audiences, making them invaluable to video providers looking to increase engagement and time spent on their services,” Bill Michels, chief product officer at Gracenote, said Wednesday. “With Gracenote’s new solution, customers can now deliver innovative discovery experiences leveraging sports content and win the competition for viewers and their attention.”

The broadcast of Gracenote On Sports comes at a time when the sports landscape is becoming increasingly fragmented, with live rights for professional and collegiate sports divided between traditional television networks such as ABC, CBS, Fox and NBC and streaming platforms such as Amazon’s Prime Video. Among others, Disney’s ESPN Plus, Apple TV Plus, Comcast’s Peacock and Paramount Global’s Paramount Plus with Showtime.

There are already some solutions on the market that help people find a specific channel or app that is showing a sporting event. However, these apps typically require the developer to partner with the channels and apps that provide the video content themselves, or otherwise subscribe to a service like Gracenote, which provides TV listings and some video app information makes available.

By focusing on sports competitions, Gracenote On Sports promises to become a central point of reference for networks, video providers, app developers and sports franchises, helping fans connect with games, competitions and related programming.

In addition to sporting events, Gracenote On Sports helps people find other content such as entertainment shows and movies that feature their favorite athletes.

“As the entertainment industry evolves, Gracenote is gradually transforming its offerings to ensure customers can effectively use the programs to maximize engagement and monetization,” said a Gracenote spokesperson.