NAB Show: Harmonic To Feature Sports Streaming Innovations

Harmonic is rolling out several enhancements to its sports streaming platform, including server-side multiview and AI-driven advertising tools, ahead of the NAB Show in Las Vegas, April 18-22.

The new features are designed to help broadcasters and rights holders improve fan engagement and monetization for live sports, which the company describes as the most demanding content in streaming.

One of the primary additions is a server-side multiview solution that allows viewers to watch multiple games or camera angles simultaneously. The technology is compatible with any device and supports HD or UHD templates with low latency.

Harmonic is also introducing programmatic advertising for connected TV (CTV) through a partnership with Viant Technology and IRIS.TV. The system uses AI to generate scene-level contextual segments — such as game starts, score changes and key moments — allowing advertisers to bid on specific sports inventory in real time.

“Live sports represent the most valuable and demanding content in streaming today,” Jean Macher, Harmonic senior director of global SaaS solutions, said. “Sports fans expect immersive, real-time experiences — and sports rights buyers need solutions that can monetize live events while delivering compelling viewing experiences.”

The company, a provider of video delivery solutions, noted that a leading U.S. regional sports network is already using its dynamic in-stream advertising during NBA and NHL games. This feature triggers ads based on high-action moments without interrupting the main broadcast.

To combat piracy, Harmonic has integrated forensic watermarking as a service through partnerships with NAGRAVISION and Irdeto. The service allows rights holders to trace and shut down illegal streams with minimal impact on latency.

Harmonic will demonstrate the updates in Booth W2831 during the NAB Show in Las Vegas.

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