Netflix scores big with NFL Christmas Day broadcasts

The news: Netflix's inaugural broadcast of two NFL games on Christmas Day marked a significant milestone in the platform's push into live sports, with the company experiencing fewer hiccups than previous livestreams and eagerly reporting viewership in "over 200 countries"—an enthusiastic count that exceeds the UN's 195 recognized nations.

Live letdowns: Just as in the Mike Tyson-Jake Paul boxing match, Netflix showed its live events are a work in progress.

• Early broadcast problems left host Kay Adams' voice missing for nearly 20 seconds due to audio issues.
• Some viewers experienced buffering issues, reminiscent of Netflix's earlier Tyson-Paul streaming challenges.
• A poorly timed “Squid Game” season 2 promotion disrupted game analysis, highlighting the platform's growing pains with live content.

Yes, but: Despite challenges, plenty went right for Netflix here.

• The NFL Christmas Day games shattered streaming records: the Chiefs-Steelers matchup drew 24.1 million viewers, while the Ravens-Texans game attracted 24.3 million, making them the most-streamed NFL games in US history.
• The broadcasts drew the highest Christmas Day viewership among 18- to 34-year-olds since Nielsen began tracking in 2001, with 5.1 million US viewers in that demographic.

Why it matters: The streaming giant's sports strategy extends beyond immediate viewership.

• The NFL deal represents a broader push into live sports. The company’s WWE streaming rights begin in 2025, and a successful NFL stream could position Netflix to win rights when they go up for grabs again next year.
• Future rights include the Women's World Cup in 2027 and 2031.
• Live sports rights are becoming crucial for streaming platforms’ advertising ambitions and differentiation.

Touchdown or fumble? While Netflix's NFL debut wasn't flawless, it marked a decisive step forward in the platform's sports streaming ambitions. The combination of global reach, star power, and professional production suggests Netflix isn't merely experimenting—it's making a calculated bid for streaming supremacy.

• A surprise halftime performance by Beyoncé significantly amplified the broadcast's global appeal beyond traditional NFL audiences.
• The veteran broadcast team of Ian Eagle, Nate Burleson, and J.J. Watt brought much-needed professional sports coverage experience to Netflix's first NFL outing.
• Netflix strategically used the game's massive viewership to promote upcoming content like “Happy Gilmore 2,” weaving original content promotion throughout the broadcast. The platform shrewdly used the NFL to strengthen subscriber retention and global brand positioning.
• As Amazon Prime Video, Peacock, and Apple TV+ compete for similar rights, Netflix's subscriber base, which we forecast will grow 9.3% next year to reach 759.2 million viewers, makes it an appealing partner for sports leagues trying to reach mass audiences.

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