Sky Glass and Stream Get Ultra HDR for Live World Cup Sports

Sky's HDR rollout for live sports directly elevates the viewing experience on its internet-delivered platforms, potentially driving adoption of Sky Glass and Sky Stream by sports enthusiasts. This move sharpens Sky's competitive edge against rival streaming services and traditional broadcasters offering 4K HDR sports. The ongoing differentiation between Sky's IP-based products and its satellite-based Sky Q service suggests a strategic push towards streaming-first delivery; watch for further feature disparities between these platforms as Sky continues to evolve its product ecosystem.

Leading up to the World Cup, Sky has also focused on reducing latency for live sports on Sky Glass and Sky Stream. According to What Hi-Fi? (June 2026), a new 'Real Time' feature aims to cut delays by 22 seconds, bringing Glass and Stream within 3 seconds of Sky Q's broadcast latency. This is particularly relevant given that all World Cup matches are broadcast in the UK by BBC and ITV. In conjunction with these technical enhancements, Sky has launched promotional campaigns. Advanced Television (May 2026) reported Sky signed an integrated advertising deal with News UK to promote Sky Glass, including sponsorship of World Cup content across The Sun, Times Media, and talkSPORT. Discounts on Sky Glass TVs have also been offered, with The Mirror (May 2026) noting a 20% price reduction across models until mid-June, positioning the devices as optimal for World Cup viewing due to their 4K HDR Quantum Dot displays and sports viewing modes. These concurrent initiatives highlight Sky's strategy to enhance and market its streaming hardware for premium live sports.