NBCUniversal’s Peacock Live Streaming Browns-Steelers NFL Wild Card Game

NBCUniversal’s upstart SVOD service Peacock is making good on its pledge to offer major live sports. In a first, the streamer Jan. 6 announced it would offer subscribers access to NBC Sports’ coverage of the NFL Wild Card playoff game between the Cleveland Browns and Pittsburgh Steelers from Heinz Field in Pittsburgh beginning at 7:30 p.m. ET. NBC Sports is broadcasting the game on NBC and Telemundo.

This will be the first time NFL live game coverage will stream on Peacock.

In addition, former ESPN host Michael Smith and regional NBC Sports host Michael Holley, co-anchors of the Peacock show, “Brother From Another,” will lead Peacock’s first-ever post-game show on Sunday night immediately following NBC’s post-game show coverage. Smith and Holley will provide Browns-Steelers game analysis and perspectives to recap the full weekend slate of six NFL Wild Card playoff games. Coverage will begin streaming following the conclusion of Browns-Steelers at approximately 11:30 p.m. ET.

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To date, only Amazon Prime Video has dabbled with live-streaming professional sports, including “NFL Thursday Night Football” and select Premier League soccer matches. Netflix has heretofore refused to consider the live sports market, citing reluctance to get into cost-prohibitive license rights bidding.