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September 27, 2022

NBA launches revamped app with integrated digital offering

The league has rolled out a new version of its app and reduced the price of the League Pass streaming service.

By Tariq Saleh

North American basketball’s NBA has today (September 27) launched a new integrated version of its digital app, which includes new features and pricing for its direct-to-consumer League Pass subscription streaming service.

The new integrated digital platform was built in partnership with technology giant Microsoft, the league’s official cloud and AI partner.

The league said the live streams on League Pass will feature higher video quality, lower streaming latency, and “a seamless user experience for consuming live NBA content.”

NBA League Pass and NBA TV, the league’s in-house channel, will be integrated into the NBA App.

The app, created by NBA Digital, the league’s joint venture with Turner Sports, now includes a new design and content recommendations based on fan preferences and personalization powered by the Microsoft Azure and Azure AI tools. 

Within the app’s ‘for you’ page, fans can tap into a social-like vertical video experience – with vertical scrolling – that features real-time highlights of all NBA games in progress.

The league has confirmed that its League Pass service will feature a new bundle offering and at its “lowest pricing ever.”  For a limited time, the standard package is now available for $14.99 per month ($99.99 for a full season) and the premium package for $19.99 per month ($129.99 for a full season).

Subscribers will automatically receive NBA TV as part of the new bundle.

League Pass subscribers will have access to expanded options for personalized viewing through alternate streams, including additional camera angles, betting-focused streams, influencer-led and analytics-driven options, and in-language feeds with commentary in three languages (Spanish, Portuguese, and Korean).

As well as live and on-demand programming, content on the NBA app will include live social style content and exclusive original programming such as docuseries, weekly segments, and behind-the-scenes footage.

Archived games and series will also be available via the ‘NBA Vault' offering.

Additionally, the league has launched NBA ID, its new global membership program offering fans benefits and rewards from the league, teams, and its partners.

NBA ID, which is free to join, will link a fan’s experiences across existing products like NBA League Pass and the NBA Pick’Em predictor game.

Throughout the season, NBA ID members will get access to new original content and ‘fan favorites’ from the NBA vault.

There will additionally be enhanced members-only experiences from NBA partners, ticket promotions, and prizes through predictive and sweepstakes-style NBA Pick’Em fantasy games, and voting campaigns.

Chris Benyarko, NBA executive vice president of direct-to-consumer, said: “Launching our new NBA app and digital platform is a major milestone as we continue to build and strengthen our direct-to-consumer offerings.

“We are thrilled to deliver a reimagined product that will enhance and personalize the way NBA fans engage with the league on a daily basis.”

The 2022-23 NBA regular season begins on October 19.

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