Adobe Primetime has powered viewer experiences for NBC Sports Digital across screens since the 2012 Summer Olympics. The Super Bowl was a major sports milestone for live online streaming and whether you were rooting for the New England Patriots or Seattle Seahawks, one thing is for certain: People tuned into the big game in big numbers, across devices, in real‐time to bring the Super Bowl beyond the living room.
NBC Sports Live Extra used Adobe Primetime’s playback and ad insertion capabilities to bring the Super Bowl to 1.3 million concurrent viewers across devices at its peak – the most for any Super Bowl (up 18% from last year). Thanks to NBC Universal, a special promotion (Super Stream Sunday) enabled viewers to watch the Super Bowl, a special episode of The Blacklist, and preceding programming without requiring the usual credentials and login information from broadcasters and pay‐TV service providers.
Some other online viewership stats that made this Super Bowl stand out based on NBC Sports Live Extra data:
- New streaming record with 800,000 average viewers per minute (up 52% from last year’s Super Bowl)
- 213 million total minutes viewed (up 99% from last year’s Super Bowl)
- 5 million unique total online views (not just concurrent), up 9% from last year’s Super Bowl
- Quality of NBC Sports Live Extra stream was high with engagement at 84.2 minutes per viewer
Sports content is a huge driver for online viewing and getting users to set up online accounts to enable TV Everywhere. 2014 was a landmark year for TV Everywhere and the biggest year yet with special events like the Sochi Winter Olympics and Soccer World Cup. In fact, the Adobe Digital Index Q2 2014 U.S. Digital Video Benchmark report found that sports networks saw frequency of viewing rise 31% year‐over‐year (YoY). We are excited to see what 2015 holds for the future of TV and continuing our partnership with NBC Sports Digital. Stay tuned for more to come!