In early October, a few weeks before the 2025 season tipped off, NBA commissioner Adam Silver found himself in a hallway inside NBC Sports’ facility in Stamford, Connecticut, staring at a makeshift wall of screens.

A team of executives and developers from NBCUniversal were manning the station, showing off the experience they built inside Peacock to highlight the slate of more than 100 games that the company will stream each season. Silver listened intently, asking questions as he took in the demo.

Speaking to The Hollywood Reporter a few minutes earlier inside the custom built set that NBC constructed for its NBA studio shows, Silver marveled at how sports has completely transformed the streaming landscape, with his league’s partners NBCU, Amazon and Disney now all-in on streaming.

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