ESPN's “Where to Watch” tries to solve sports' most frustrating problem

All too often, new tech products or services seem like solutions in search of a problem. But that's not the case: ESPN is launching software that can help you figure out where to watch exactly the game you want to watch, amidst an overcomplicated web of streaming services, cable channels, and obscure licensing deals. Every sports fan is all too familiar with today's complicated streaming schedules.

The new guide, which launches today on ESPN.com and the various ESPN apps for mobile and streaming devices, offers several different views, including one that lists all of a day's sporting events and a search function. You can also tag your favorite sports or teams to customize these views.

“At the heart of Where to Watch is an events database created and maintained by the ESPN Stats and Information Group (SIG). It aggregates data feeds from ESPN and partners, as well as proprietary information and program details from more than 250 media sources, including broadcasters and streaming platforms,” ​​ESPN said in a press release.

ESPN used to offer searchable lists of games like this one, but didn't indicate where you could actually watch all the games.

However, there's no guarantee that you'll have access to the services you need to watch the games on the list. Those of us who canceled cable long ago know that some games – especially those in your city – aren't available without cable.

For example, I live within walking distance of Wrigley Field, but since I don't have cable, I can't watch most Cubs games on the screens in my home. As a former Los Angeles resident, I watch the Dodgers instead since I can't watch them from Chicago. If I were in LA, the opposite would be true.

Even if you have cable, many sports are incredibly complicated to figure out where to watch. ESPN Where to Watch, for example, could be useful for the new college football season.

Expansion efforts

ESPN isn't the first company to embrace this vision, though. The company that has made the most progress so far has been Apple. Apple's TV and app were originally intended to be a one-stop shop for virtually all streaming video, like a comprehensive 21st-century TV guide. But because it was difficult to work with cable companies and Netflix didn't cooperate, Apple never really realized that dream.

In the sports space, however, Apple kept trying, integrating third-party offerings like the MLB app alongside its own programming to make the TV app a place to start all of your games. Apple came pretty close to that, depending on what sport you want to watch.

ESPN's app seems a bit more promising, covering a more comprehensive range of games and going beyond the “what's happening now” focus of the TV app with better search and listing capabilities.

ESPN officials have said they hope to offer more game streaming directly in the app in the future, and if this new guide makes the app the most popular destination, it could give the company more leverage with leagues to make that happen.

This could certainly be more pleasant for spectators, although there are of course disadvantages when a company has too much influence and influence over a sport.