“Live sports has become the most compelling type of programming for traditional linear broadcast TV and streaming services,” said Scott Lawrence, a Verizon Business executive who plays a leading role in the wireless provider’s NFL partnership.
Last year, television viewership hit an inflection point where linear TV dipped below 50% for the first time, while streaming snatched a record 38.7% of viewers. In 2023, 21.8 million viewers streamed the Big Game, nearly doubling the streaming viewership from 2020.
“More and more, you’re seeing live sports moving into direct to consumer streaming services,” added Lawrence, SVP of Global Solutions. “Look at the success of Thursday Night Football or the first-ever playoff game televised on a streaming service.”
Thursday Night Football was the most-watched prime-time NFL game of the week five times in the highly coveted 18-34 year-old demographic during the 2023 season. Viewership in that demographic crossed the 2.5 million mark six times. Meanwhile, Peacock’s first playoff game set the live streaming record with 23 million viewers.
“Our customers are gravitating toward Verizon Plus Play bundles that include streaming options that offer other ways to watch the game,” Lawrence noted. “Viewers want to watch content when they want to and on the devices they want to watch on.”
Delivering The Experience
Live sports streaming is continuing to grow audience share due to technological advances, such as Verizon 5G network with its robust and versatile C-band spectrum, lowering the latency of 4K and immersive streaming. The result delivers higher stickiness for programmers and an improved and enhanced experience for the fans both in the venue and at home.
“The media and entertainment industry is shifting away from a Capex model to an Opex model,” said Lawrence. “Using IP networks that have already been built out by companies like Verizon allows producers of live content to connect to viewers in a financially appealing way that also adds value.”
For the Big Game, Verizon Business is delivering 4K in high-dynamic range (HDR) across its Fios footprint. The 4K feed will go straight from the stadium right to Verizon customers, giving viewers the ability to watch the game in the highest resolution possible — delivering a true 4K HDR experience.
Verizon Business is also delivering a simulcast of the first-ever children’s telecast of the Big Game, called NFL Slime Time, on Nickelodeon. Leading up to the game, Verizon Live will stream behind-the-scenes coverage, including meet-and-greets and discussions with fan-favorite NFL athletes, actors, recording artists and other legends of media and entertainment.
Enhancing The Experience
As the official 5G partner of the NFL, Verizon Business is equally dedicated to enhancing the in-stadium experience for fans, the league, venues, coaches, players and vendors.
5G Edge Cashierless Checkout, allows consumers to check out without scanning or interacting with cashiers, while also enabling the venue’s retailers to use analytics and computer vision to optimize inventory, personnel utilization and customer interactions. 5G Edge Accelerated Access uses opt-in facial authentication to expedite guest check-in.
“It’s about creating a seamless experience,” said Lawrence.
Verizon Business’ 5G solutions can even improve how the game is played. At the start of the 2023 season in September, the wireless provider rolled out a managed private wireless solution to officially support coach-to-coach communications in all 30 NFL stadiums. When the Big Game starts, clear, secure communication will be critical.
“Football is a tremendously complex game. These coaches are out there, there’s passion, there’s noise and there’s constant activity on the sideline,” said Aaron Amendolia, deputy CIO at the NFL. “When NFL coaches issue these play calls, they are typically elaborate, spoken in rapid fire and full of coded language meant to throw off anyone from the opposing team who might overhear.”
“Live content remains one of the most valuable assets that’s available for distribution across the media and entertainment industry,” said Lawrence. “In the coming years, you’ll see other sports leagues—the NBA, NHL, MLB and Premier League—investing more and more, to stream content directly to their audiences, providing increasingly more engaging experiences.”
As of August 2023, Las Vegas residents gained access to the total amount of C-Band spectrum awarded to Verizon. Residents and visitors can now use a full 160 MHz of spectrum, nearly triple the 5G bandwidth previously available.
Members of the editorial and news staff of the Las Vegas Review-Journal were not involved in the creation of this content.