Peacock Performance View

ABOUT THIS ENTRY

Introduced for the 2025–26 NBA season, Peacock Performance View is a first-of-its-kind, real-time, AI-powered streaming experience that reimagines how fans watch live basketball. By utilizing NBC Sports’ production and seamlessly integrating live stats, advanced analytics, and gamification into the Peacock experience, it delivers data-rich overlays that bring fans closer to the action on the court. The result is a more immersive viewing experience that resonates with both casual viewers and avid fans alike. Developed in partnership by NBCUniversal and Sportradar, Peacock Performance View reflects the evolving expectations of today’s sports audience for deeper, more engaging ways to experience the game on streaming.

How does this represent "Excellence in Engagement"?

Peacock Performance View sets a new benchmark for fan engagement by transforming passive viewing into an interactive, data-driven streaming experience. It empowers fans with real-time insights that enhance understanding, increase immersion, and create a more personalized connection to the game.

By integrating gamification elements and dynamic visuals directly into the live stream, Peacock meets fans where they are, bridging the gap between sports, gaming, and digital media consumption. This approach resonates particularly with modern sports fans while still delivering value to seasoned fans. And because viewers have responded so positively to the experience, NBCU is looking to use Peacock Performance View in select moments on broadcast before the end of the NBA season, extending its data-rich approach to an even wider audience. 

The feature establishes a new standard for how live sports can be presented in the streaming era, blending analytics and entertainment in a way that is user-friendly and doesn’t take away from the action on the court. 

As leagues and broadcasters look to the future, Peacock Performance View provides a clear blueprint for leveraging technology to deepen fan connection while preserving the authenticity of the game.

Objective

As streaming reshapes live sports viewing, Peacock identified a clear opportunity: modern fans, particularly younger and digitally native audiences, want more than passive viewing. They want interactivity, deeper insights, and control over how they engage with live content, blending sports and entertainment in a seamless, user-friendly way.

Peacock Performance View was created to meet these evolving expectations by creating a new way to stream the NBA on Peacock while preserving the authenticity of NBC Sports’ award-winning broadcast experience. 

At its core, the objective was twofold:

1. Lower the barrier to entry for newer fans by supporting real-time learning and discovery.
2. Deepen engagement for existing fans by delivering richer context that helps them follow teams and players beyond their core fandom.

Ultimately, Peacock aimed to position itself not just as a streaming platform, but as the go-to destination for immersive entertainment and sports engagement.

Strategy & Execution

The teams at NBCUniversal and Sportradar worked to design Peacock Performance View with the modern sports fan at the center, one who is accustomed to second screens, gaming interfaces, and personalized digital experiences. The strategy focused on merging these behaviors into a single, seamless streaming experience that meets fans where they are.

Early in the season, Peacock introduced an alternative live feed featuring Peacock Performance View for its NBA regular season games. Through a custom 4Sight solution developed by Sportradar, the experience overlays real-time stats, player insights, and contextual data directly onto the live game, creating a dynamic and intuitive presentation for fans.

Execution required close collaboration between production and technology teams to ensure the streaming experience enhanced the game for viewers. AI-powered systems determine optimal placement of graphics in real time, preserving the integrity of the broadcast while blending analytics with entertainment to deliver a viewing experience that feels both cutting-edge and intuitive.

Organizations

• NBCUniversal 

  Sportradar Group AG

Links

•   Website

Featured

• N/A

Credits

Behshad Behzadi
Chief Product, Technology & AI Officer
Sportradar

John Jelley
SVP, Product and UX
NBCUniversal Media