ESPN launching first of its kind 'Where to Watch' feature in app

ESPN is planning to roll out of a new feature for its apps directing fans where to watch games, including those not carried by the network.

"Where to Watch” will serve as a guide for sports fans to find how to watch "any sports event on ESPN platforms and beyond, including broadcast, cable and regional sports networks and streaming services," the company said on Wednesday.

“ESPN has always been the first stop for sports fans, and as we continue our evolution as the preeminent digital sports platform, we are proud to meet the needs of fans with new features to improve the discoverability of live sports and simplify their consumption journeys," said Brian Marshall, vice president of sports product and technology at Disney and ESPN.

Users will be able to search for specific events and customize the guide to prioritize their favorite teams and leagues, all tied to their ESPN profile and personalization preferences. 

The announcement comes as the sports media giant prepares for a much-buzzed-about push into direct-to-consumer live streamed sports leveraging its decades-old brand and marquee programs.

Disney is one of several media conglomerates that has poured billions into streamed sports as more viewers cut cable and advertising dollars for linear broadcast channels dwindle.

Major legacy broadcasters are facing an increasingly complicated live sports playing field, increasingly competing against tech giants like Netflix, Amazon and Apple.

Disney is one of several legacy media companies that is planning a joint streaming sports venture dubbed "Venu," which was blocked by a judge in New York this month after the project was sued over allegations of anticompetitive behavior.