NFL games streamed in Dolby Atmos for the first time on Peacock platform
Peacock Introduces Dolby Atmos for Sunday Night Football
Peacock, NBCUniversal's streaming service, has taken a significant step forward in live sports streaming with the introduction of Dolby Atmos for its Sunday Night Football broadcasts. This surround sound technology, also adopted by streaming giants like Netflix, promises to enhance the viewing experience for sports fans.
The partnership between Peacock and Dolby Atmos was first announced during Super Bowl 59 in February 2025. Since then, the immersive audio technology has been added to Peacock's stream for the 2025/26 season.
John Couling, Senior Vice President, Entertainment at Dolby Laboratories, hailed this milestone as a major step forward in live sports audio, enhancing the experience for viewers. "Big hits and tackles will have more impact with the sound shifting in the same direction as the play," Couling said. "Player calls, coach directions, and referee announcements will cut through more clearly."
With Dolby Atmos, crowd noise will feel layered and dynamic, enhancing the stadium atmosphere. A quarterback's voice will appear to move across the field as he scrambles, adding a new dimension to the audio experience.
The adoption of Dolby Atmos and other surround sound technology by streaming services may improve sound quality for a broader range of content consumers. Peacock is offering the entire season run of Sunday Night Football with Dolby Atmos immersive audio.
The move has already proven successful for Peacock. Sunday Night Football remained primetime's top show for the 14th straight year in 2024 on Peacock, setting a new streaming record. The show also had its most-watched season since 2015 on Peacock in 2024.
In addition to the immersive audio experience, Peacock is introducing Multiview for the 2025/26 season, allowing viewers to watch up to four live streams on a single screen. The service is also offering Catch Up With Key Plays for fans joining late during the season.
The monthly subscription price for Peacock is $7.99. Comcast added Dolby Atmos to its stream for Super Bowl 59, indicating a growing trend towards immersive audio in live sports streaming.
The overwhelming majority of NFL fans, 85%, value audio that replicates in-person sounds, making the introduction of Dolby Atmos a welcome development for many sports enthusiasts. With its immersive audio and innovative features, Peacock continues to set the standard for live sports streaming.
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