The Olympic 100 metre final, at 9.63 seconds, was easily missed if you were distracted but some iSky users didn't even get the chance this morning.
Some users have complained they were robbed of seeing Jamaican Usain Bolt retain his title.
Customer Hadyn Green tweeted a screen grab of what he was watching, showing a black screen which said the item was "not currently available".
"I bet that was an exciting 100m final," he wrote.
Andy Jones said: "Feed cutting out ruined a great Olympic moment for a class of 9-year-old boys. What a shame!"
While Sarah Beavis said: "What the heck - signed in to watch the 100m and no coverage - what's that about? Disappointing to say the least."
iSKY apologised to its users on Facebook, saying they were looking into the matter.
"A number of you have raised problems with viewing the 100m final on iSKY this morning.
"We are very sorry for the disruption of this event. We're looking into this with our technology partners and will update you as soon as possible."
A spokeswoman wasn't immediately available for comment.