NBC Sports Next has launched a subscription amateur sports streaming service geared toward the youth market. SportsEngine Play will also offer a free tier for live and on-demand content centered on its target audience. The service leverages the technology acquired with Rapid Replay, a streaming startup purchased by NBC in September 2022. The new service is among a dozen related brands NBC has purchased over the years, including a specialty software company called Sports Ngin that the company bought in 2016 to make apps for youth sports organizations and leagues.

SportsEngine Play is being billed as a first-of-its-kind service to “enable organizations, leagues, coaches and parents to unite teams, families and young athletes,” according to Media Play News.

The new service will also feature user-generated content along with remotely captured live and on-demand programs for a variety of devices, and plans to make video editing tools available, so athletes, family and fans can capture game moments to create highlight reels.

Video streaming through SportsEngine Play can originate from a variety of camera sources, ranging from a personal phone with video capabilities to autonomous cameras professionally installed at sporting venues.

At present, NBC Sports Next says it has installed more than 90 cameras at over 85 sports venues to facilitate coverage. “Hundreds of hours of live and on-demand streaming content (are being or have been) captured on SportsEngine Play already, representing major participation sports, including football, basketball, baseball, hockey, volleyball, soccer, and lacrosse, but also additional sports like cheer, dance, figure skating, gymnastics, and martial arts,” according to Media Play News.

“We’ve always been thinking about how we really connect SportsEngine better to that great history and lineage of storytelling of NBC Sports,” NBC Sports Next President Will McIntosh said in Forbes.

“A number of years ago, we started thinking about this idea of what if we became the home for live streaming and on demand video content for youth and recreation sports at a national level in the U.S.?” McIntosh added. “That is easy to say. It is incredibly difficult to achieve.”

SportsEngine Play is being offered in three configurations: Free, Premier and All Access, with the maximum introductory pricing at $10 a month. Deadline reports “recent estimates from analysts have pegged the global youth sports market at more than $37 billion, which is twice the size of the NFL,” adding that the National Council for Youth Sports “claims more than 60 million participants are registered in organized youth sports programs in the U.S.”