Some BT Sport customers have complained of problems with the broadcaster's app for mobile devices as it aired its first live Premier League match.
Hundreds tweeted about problems, some saying they saw the message: "Sorry we are having some temporary technical issues, please try again later."
BT Sport said the issues had affected "a minority" of customers who had tried to log in once the game had started.
It said it responded quickly so most customers could watch the second half.
The technical problem arose during the Liverpool v Stoke City, the first game of the Premier League season, which kicked off at 12:45 BST and ended with a 1-0 victory for the home side.
The BT Sport app runs over 3G and 4G mobile networks and wi-fi connections and is available for phone and tablet devices running Apple and Android operating systems.
One Twitter user, Andrew Muirhead, posted: "BT sport app thanks for cutting out on the first game of the season!"
Another, James Bufton, said: "Unfortunately due to the failings of the BT Sport app, I couldn't witness the first goal of the PL season."
Others complained the app would work only on a wi-fi connection.
The official BT Sport Twitter account replied to some individual users, suggesting they log out and log back in again.
It tweeted: "Sorry, some customers have seen an intermittent issue with the BT Sport App. We are working to resolve this, apologies to everyone affected."
A BT spokeswoman said: "Those customers who logged in before the game have experienced no issues but a minority of customers who tried to login once the game had started may have seen an intermittent issue and an error message.
"Our team responded quickly and were able to make a difference so most of the customers who were experiencing problems were able to enjoy the remainder of the second half."
The spokeswoman said the new broadcaster had been following feedback closely on social media for its first Premier League game and was "really pleased so many customers have enjoyed the coverage".
Telecoms giant BT launched its own UK sports channels earlier this month.
It has spent £738m over three years for the rights to 38 live Premier League matches a season, while Sky has paid £2.3bn for 116 matches a season. Other coverage includes rugby union and tennis.
The channel, which is broadcasting from new studio facilities at the Olympic Park in Stratford, has taken on some big-name presenters including Jake Humphrey and Clare Balding.
Humphrey, who previously fronted the BBC's Formula One coverage, was joined on the Premier League launch programme by pundits Steve McManaman and Owen Hargreaves, the former England players.
This week BT Sport announced viewer numbers had tripled to three million as a deal with Virgin Media made its channels available to the cable operator's subscribers.