Dolby Laboratories has announced a major set of updates to Dolby OptiView, its dedicated live sports streaming platform, covering AI, visuals, and advertising.
The updates introduce a new AI-powered Sports Intelligence capability, bring Dolby Vision to the platform for the first time, and expand flexibility across Dolby OptiView Ads.
Dolby OptiView is built to give teams, leagues, and streamers a full suite of tools to better understand audiences and deliver premium live content.
The platform is designed to help partners create personalised fan experiences, unlock monetisation opportunities, and build stronger viewer loyalty over time.
Paul Boustead, Vice President Product Strategy at Dolby Laboratories, has spoken about the growing importance of understanding what resonates with fans across increasingly varied engagement channels.
Dolby OptiView Sports Intelligence is a new capability that uses AI models developed by Dolby to build a minute-by-minute picture of both the game and individual viewer engagement.
The system draws on real-time game data and viewer data simultaneously, helping providers identify what audiences find most compelling as live action unfolds.
It also gives providers the tools to anticipate when viewer interest may begin to decline, allowing them to act quickly with highlights, catch-ups, or personalised content.
The Seattle Seahawks have become the first NFL team to introduce Dolby OptiView with Dolby Vision, delivering exclusive live programming through the official Seahawks app and Seahawks.com.
Kenton Olson, Seahawks Vice President of Digital and Emerging Media, commented on the partnership, saying: “We are continually looking for new ways to enhance our digital offerings for fans and are excited to be the first NFL team to integrate Dolby OptiView.”
Olson added: “Partnering with an industry-leader like Dolby will allow us to bring the 12s closer to the game than ever before through richer visuals, lower latency and a more immersive streaming experience within both our mobile app and website.”
On the advertising side, Dolby is expanding Dolby OptiView Ads beyond its own player to support additional video players across the industry.
The solution holds the distinction of being the first certified server-guided ad insertion product verified within the Google ecosystem, giving publishers added credibility and reach.
In one deployment with a major sports organisation, Dolby OptiView Ads delivered an average 76% increase in eCPM alongside an average 132% increase in fill rates.
These results point to a compelling commercial case for sports broadcasters and streamers looking to grow advertising revenue without compromising the quality of the viewing experience.
