StreamGuys Expands Ultra-Low Latency Streaming at NAB
| RADIO ONLINE | Wednesday, March 4, 2026 | 4:00pm CT |
|
 StreamGuys |
StreamGuys will introduce new enhancements to its Ultra-Low Latency Streaming (ULLS) technology at the NAB Show 2026, taking place April 19-22 at the Las Vegas Convention Center. The updates are designed to improve the in-venue listening experience for sports fans while creating new revenue opportunities for teams and broadcasters.
Originally launched in 2024, StreamGuys' ULLS platform eliminates traditional streaming delays so that audio and video streams remain synchronized with live game action. The technology recreates the familiar in-stadium AM/FM radio simulcast experience on mobile devices, allowing fans attending games to hear real-time play-by-play commentary through a team or broadcaster's mobile app. The latest update expands device compatibility with new support for both Android and iOS platforms.
For 2026, StreamGuys has also added dynamic pre-roll ad insertion to the ULLS service. Before the live simulcast begins, teams and broadcasters can deliver sponsor-supported audio messages aligned with in-venue promotions, broadcast advertising and digital sponsorship packages. The ads run only when the stream is initiated, allowing monetization without interrupting live game coverage.
Sports organizations can prioritize their own direct-sold sponsorships for the pre-roll slot, creating a new in-stadium inventory opportunity for sales teams. If no sponsor is secured, publishers can opt into the StreamGuys Ad Network Marketplace, which fills the position with advertising and shares revenue with participating organizations.
ULLS deployments are expanding across professional sports clubs, minor league teams and international sports broadcasters as demand grows for synchronized in-venue streaming experiences. The addition of native iOS support is expected to broaden audience reach and simplify implementation for organizations integrating the technology into their mobile apps.
"Our strategy is simple," said Eduardo Martinez, Executive Vice President of Technology at StreamGuys. "We are replacing the legacy AM/FM radio experience inside stadiums with a modern mobile solution that is perfectly synchronized to live game action, while also creating new monetization opportunities and strengthening the connection between organizations and their fans."
