Takeaways:
- Netflix’s Christmas Day NFL debut drew record-breaking viewership, with an average of 24 million U.S. viewers for two games.
- Beyoncé’s halftime performance during the Ravens-Texans game peaked at 27 million viewers.
- The event marked Netflix’s successful entry into live sports broadcasting, reaching audiences in over 200 countries.
- The NFL’s partnership with Netflix aims to expand football’s global appeal while leveraging Netflix’s platform to attract casual and international fans.
- Netflix’s smooth execution of the live event signals its growing focus on live sports and ad-supported tiers.
Netflix made a game-changing debut into live sports broadcasting on Christmas Day with its first-ever NFL event, “NFL Christmas Gameday Live.” The nine-hour telecast, featuring two marquee matchups and star-studded entertainment, averaged 24 million U.S. viewers, rivaling traditional broadcast networks. The global reach extended to subscribers in over 200 countries, showcasing the streamer’s ability to deliver high-impact live content.
A Star-Studded Affair with NFL Action
The event kicked off with the Kansas City Chiefs taking on the Pittsburgh Steelers, followed by the Baltimore Ravens facing the Houston Texans. Both games achieved impressive viewership, with the Ravens-Texans game peaking at 27 million viewers during a halftime performance by global superstar Beyoncé. The Houston native performed tracks from her “Cowboy Carter” album, captivating audiences and adding a cultural highlight to the day.
Mariah Carey also graced the event, opening the first game with her iconic holiday anthem, “All I Want for Christmas Is You.” These musical performances were part of Netflix’s strategy to attract casual viewers and amplify the holiday experience.
Breaking Records and Setting Standards
According to Nielsen data, the Ravens-Texans game averaged 24.3 million viewers, while the Chiefs-Steelers game brought in 24.1 million. These figures rival the high-end viewership of traditional networks like CBS, Fox, and ESPN during peak NFL matchups. Netflix’s telecast extended beyond the games with pregame shows, halftime coverage, and post-game analysis, keeping audiences engaged for the full day.
Bela Bajaria, Netflix’s Chief Content Officer, expressed her enthusiasm, stating, “Bringing our members this record-breaking day of two NFL games was the best Christmas gift we could have delivered. We’re thankful for our partnership with the NFL, our incredible on-air talent, and unforgettable performances by Beyoncé and Mariah Carey.”
Global Reach and Fan Engagement
At its peak, one-third of Netflix’s global subscribers tuned into the telecast. The event showcased trailers and promotional content for upcoming releases like Adam Sandler’s “Happy Gilmore 2” and the highly anticipated Season 2 of “Squid Game,” further enriching the viewer experience.
Hans Schroeder, NFL’s Executive Vice President of Media Distribution, lauded the event’s success, noting, “Fans in all 50 states and over 200 countries watched some of the league’s brightest stars along with a dazzling performance by Beyoncé. It was a historic day for the NFL.”
Competition and Expansion in Live Sports
The NBA, a longtime Christmas Day staple, also reported its best viewership in five years, averaging 5.25 million viewers across its five games. The Lakers-Warriors game led the pack, peaking at 8.2 million viewers. Despite the NBA’s dominance, the NFL’s growing presence on Christmas Day signifies increasing competition for holiday sports viewership.
Netflix’s partnership with the NFL is part of a three-year deal worth $150 million, securing live game rights through 2026. This collaboration aligns with the NFL’s strategy to grow its international fan base and Netflix’s efforts to diversify its content offerings. The league has invested heavily in global outreach, hosting regular-season games in cities like London, Munich, and Mexico City to make American football more accessible.
Seamless Execution and Future Prospects
Netflix’s live coverage, produced in collaboration with CBS Sports and NFL Network, delivered a flawless technical performance. This success bodes well for the streamer’s ambitions in live sports, particularly as it seeks to attract advertisers to its ad-supported tier. The global reach and high-end audience profile of Netflix provide the NFL with a unique platform to engage fans worldwide.
The Bigger Picture
As Netflix continues to evolve, its foray into live sports represents a significant milestone. The platform’s ability to seamlessly blend entertainment and sports could redefine how audiences experience live events. For the NFL, partnering with Netflix offers an unparalleled opportunity to expand its global footprint, engaging both die-hard fans and newcomers alike.
