ESPN has launched a new feature called 'Where to Watch,' aimed at helping sports fans find streaming options for various games across multiple platforms.

This initiative is designed to simplify the discovery of sports events, which have become increasingly fragmented across different viewing platforms.

While the feature does not initially plan to use AI-generated hosts for SportsCenter, the future of AI in sports content remains uncertain.

Disney, which owns a majority stake in ESPN, intends to leverage AI technology to enhance SportsCenter's news, recaps, and analyses, targeting a younger audience.

Pitaro believes that AI will improve personalization, clip generation, and narration of sports content, countering the notion of AI as merely disruptive.

The launch of 'Where to Watch' is part of a broader restructuring within ESPN's content division, aimed at improving collaboration and resource allocation.

As traditional broadcast networks decline, Disney plans to launch a standalone ESPN app next year, establishing it as a primary digital destination for sports fans.

ESPN is also involved in the Venu Sports bundle, which is currently delayed due to legal issues but is expected to enhance the value of the 'Where to Watch' feature once launched.

However, users may face challenges accessing the games listed, particularly local broadcasts that often require cable subscriptions.

Pitaro asserts that increased reach is beneficial for sports leagues, as ESPN seeks to negotiate rights for local market broadcasts of various sports.

ESPN executives express hopes of streaming more games directly within their app, which could strengthen their position in negotiations with sports leagues.

Additionally, ESPN has extended its rights agreement with the U.S. Tennis Association, ensuring coverage of the U.S. Open through 2037.