Sky launches Real Time low-latency streaming for 2026 World Cup

Sky is leveraging its vertically integrated hardware and software stack to solve the 'roar before the score' problem, where streaming lag causes spoilers via social media or neighbors. By reducing latency for third-party broadcasters like the BBC and ITV, Sky differentiates its proprietary Glass and Stream hardware from standard smart TV apps. This move pressures rivals to adopt low-latency protocols like LL-HLS or risk churn during high-stakes sporting events. Watch for whether Sky extends this technology to its NOW streaming service or keeps it as a hardware-exclusive retention tool.

Sky’s focus on latency follows the 2024 launch of ‘Live Sync,’ which initially cut approximately 22 seconds of delay on the Sky Sports Main Event channel. This technical evolution aimed to bring streaming lag down to roughly eight seconds, aligning the experience with traditional satellite delivery. Per TechRadar (November 2024), the technology was a response to the growing fragmentation of sports rights and the ensuing consumer frustration when OTT feeds lagged behind linear broadcasts. By June 2026, the industry has termed this discrepancy the 'roar before the score' effect, a phenomenon Sky is now addressing for third-party free-to-air signals.

The broader market is seeing similar maneuvers as streamers compete for live sports dominance. During Super Bowl LIX in February 2026, a Stats Perform study found that streaming latency across major U.S. platforms averaged 48 to 62 seconds behind on-field action. Notably, 83% of fans surveyed reported they were likely to switch platforms if delays persisted, and 63% expressed a willingness to pay a premium for reduced lag. Per StreamTV Insider (February 2026), NBCU's Peacock achieved some of the most consistent results during the event, though 'audience drift'—the variance in lag between different users—remained a challenge for many vMVPDs.

Technological solutions are also scaling at the infrastructure level. For the 2026 World Cup, FIFA partner Lenovo is deploying AI-powered edge infrastructure designed to reduce lag to under five seconds for venue screens, according to RXTV (June 2026). While the BBC has tested its own low-latency versions of iPlayer, Sky’s ability to control the end-to-end hardware chain on Glass and Stream allows for a more immediate wide-scale rollout without the device compatibility hurdles facing standard broadcaster apps.