NFL plots personalised video app, NFL Now

Michelle Clancy | 03-02-2014

While the United States was caught up in Super Bowl fever, the National Football League has been busy working on the fan experience with the creation of NFL Now, a personalised video service.

Launching this summer ahead of the start of the 2014 NFL season, NFL Now will provide football fans with NFL news, analysis and highlights across Internet-connected devices.

Users can indicate their favourite team, fantasy players and which videos they like and dislike. The content stream will dynamically personalise each user's viewing experience to deliver customisable news, analysis and highlights, plus a deep vault of on-demand NFL video content.

"We are always looking for ways to better serve our fans, and NFL Now will do just that," said NFL Commissioner Roger Goodell. "Our media strategy has been a key component in the growth and success of the NFL over the past 50 years, and we fully expect NFL Now to be a big part of that initiative in the future."

NFL Now will be made available for free to NFL fans worldwide on mobile devices through the NFL Now app (available across Windows, iOS and Android app stores). It will also be offered in the United States through NFL Mobile from Verizon, on personal computers at and across gaming consoles and streaming devices, including Microsoft's Xbox One. A paid subscription service called NFL Now Plus will go along with it, which will provide access to premium content and features for a monthly fee.

"The growth in video consumption on Internet-connected devices, whether smartphones, tablets, PC's or consoles, makes the creation of NFL Now the logical next step in the evolution of NFL Media," said NFL executive vice president of media, Brian Rolapp. "NFL Now gives us the opportunity to utilise the one-to-one digital relationship to deliver our fans the most relevant content to them at the times and on the devices where they want to consume it. Furthermore, this new digital offering provides our trusted partners and sponsors a valuable new vehicle to reach our passionate fan base."