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How Can Streaming Services Improve Super Bowl Experience in the Future? Utilize the Second Screen

David Satin

NFL fans across the United States are now planning out their methods for staying sane in the next few months. Super Bowl LVII is over, and now the long, dark wait until September begins.

But the data regarding this year’s Big Game is still coming out. Super Bowl LVII saw an average of 113 million viewers according to Nielsen, including 7 million who watched via streaming. The latter figure represents a record for Super Bowl broadcasts on streaming services.

A new report from the mobile marketing analytics platform Adjust showed that, in addition to watching the game and chowing down on tasty snacks, Americans were using their phones quite often on Super Bowl Sunday. The data offers some interesting insights for just how streaming platforms can improve the Super Bowl experience in the future.

Simply having the Super Bowl available to stream in the first place is a good start. FOX made this year’s big game available to stream for free via the FOX Sports app, and future Super Bowls will be available to stream on Peacock or Paramount+, depending on which network holds the broadcast rights in a given year.

So what can these services do to stand out on Super Bowl Sunday? One way to improve the user experience would be to offer an in-app option for food delivery. Food delivery app installs were up 18% year-over-year on Super Bowl Sunday this year. If Peacock or Paramount+ partnered with Grub Hub or Door Dash to offer a special in-app discount for Super Bowl snacks, as well as a way to make orders without leaving the action on the field, it could provide all companies involved a big boost on future game days.

In the days leading up to the Super Bowl, streaming giant Roku announced a partnership with Door Dash that very well might have come in handy to many football watchers over the weekend.

Access to more relevant sports news and sports betting platforms would also help enhance the streaming app user experience in future Super Bowls. Adjust’s numbers show that in the U.S., installs of sports news apps increased by 19% YoY on Sunday, and American users spent an average of 29.48 minutes on sports betting apps.

It would be fairly simple for the broadcast networks to add links to relevant articles about the teams playing, or up-to-the-minute odds for specific wagers on a content tile next to the video stream. Doing so would help round out the user experience more fully, although streamers would have to tailor wagering content to the specific states where sports betting is legal.

Thanks to highly lucrative broadcast rights deals between the NFL and its network partners, the Super Bowl won’t become a streaming-exclusive any time soon. But users are streaming the game at a higher rate than ever, and the major broadcast networks can leverage Adjust’s data into a better, more interactive experience that helps draw more customers to their streaming services.

  • Peacock

    Peacock is a subscription video streaming service from NBCUniversal that includes original shows, blockbuster movies, and classic television series. Peacock is home to “Yellowstone,” and “The Office,” as well as original hits like “Poker Face” and “Bel-Air.” You can also watch live sports including Sunday Night Football, Premier League, and exclusive MLB games. Peacock is also the exclusive home to many WWE events like WrestleMania. Premium Plus subscribers can stream their local NBC feed in all 210 markets.

    Peacock includes news, entertainment, sports, late-night, and reality from various NBCU properties including NBC, Bravo, and E!.

    Peacock also includes the entire library of Bravo shows and has exclusives like “Below Deck: Down Under.” They also include live and on-demand access to Hallmark channels.

    The company has acquired the rights to many classic shows like “Parks and Recreation,” and the entire Dick Wolf library including “Law & Order” and “Chicago Fire.”

    The service also features blockbusters and critically-acclaimed films from Universal Pictures, Focus Features, DreamWorks Animation, Illumination and content acquired from Hollywood’s biggest studios.

  • Paramount Plus

    Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr. and more. The lineup includes “1883,” “Tulsa King,” “Star Trek: Discovery,” Nickelodeon’s “SpongeBob SquarePants,” and MTV’s “Laguna Beach.” From well-loved franchises to compelling originals, Paramount+ offers a great library worth streaming. Live NFL games are included. The service also offers the option to watch your live CBS affiliate.

    Subscribers can choose between the Essentials Plan (which includes ads) for $4.99/month, or go commercial-free with the Premium Plan for $9.99/month. Subscribers can add Showtime to either plan for an additional fee.

    With their Premium Plan, in addition to not having ads, you will also get access to your local CBS affiliate to stream your local news, prime-time lineup, and late-night. You will also be able to download offline and watch select shows in 4K.

    With the lower cost “Essential” plan, you will still be able to watch live NFL games, Champions League, and national news – but you will no longer get your local CBS affiliate.

    With their new app, enjoy advanced recommendations, curated homepages, and new content categories while still being able to stream major live sports like NFL, College Football, College Basketball. Sports fans will also appreciate the service’s inclusion of NFL on CBS, PGA Tour, along with every match of UEFA Champions League and Serie A.

    The service was previously called CBS All Access.

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