Case Study: NBC Sports Group delivers TV-quality live sports to any screen and boosts monetization with Adobe Primetime (Adobe)

NBC Sports makes all the right plays, brings live sports content to connected screens everywhere with Adobe Primetime

NBC Sports, a decades‑long leader in live sports broadcasting, set out to bring TV‑quality, interactive event coverage to any screen through its NBC Sports Live Extra service. As smartphones, tablets, OTT devices, and gaming consoles proliferated, the company faced the challenge of delivering a flawless, TV‑like experience across devices while monetizing and protecting premium content, streamlining workflows, and gaining actionable audience insights.

By adopting Adobe Primetime’s end‑to‑end publishing, DRM, dynamic ad insertion, and analytics platform, NBC created a unified workflow to deliver secure, high‑quality live and on‑demand programming with multiple camera angles, social integration, and seamless ads. The result: broad multi‑device reach, mobile viewing surging to roughly 50% of consumption on nights and weekends, record engagement for NHL playoffs, stronger advertiser satisfaction and distribution partnerships, and improved revenue and operational efficiency.

NBC Sports Group

Eric Black

Chief Technology Officer, Digital Media