NBC Sports Live Extra is the newest “channel” available on Apple TV, and it promises to deliver over 3,000 live streams to viewers each year. Arriving in time for the ongoing Stanley Cup playoffs, the Live Extra app is now available on Apple’s set-top box as well as Roku’s product lineup. NBC says you’ll see much more than hockey in the months ahead; Live Extra will stream the upcoming Summer and Winter Olympics, Sunday Night Football (plus NBC’s pre-season and post-season NFL coverage), the PGA Tour, the Premier League, and original programming. This marks the first time NBC Sports’ app has arrived on TVs. Previously it was only available on smartphones, tablets, and from the web.
But watching live sports will require an existing cable subscription — just like any other TV Everywhere app. As companies like Dish, Sony, and even Verizon continue to branch out from the traditional pay-TV business, NBC is still pushing TV Everywhere as “the media industry’s effort to make quality content available to authenticated customers both in and out of the home, and on multiple platforms.” The network points to big viewership numbers seen during NFL and Olympics broadcasts as evidence that TV Everywhere is giving consumers what they want. And if you’re not a cable subscriber, at least Apple TV gives you the option of hiding those apps you’ll never launch.