Beyoncé’s NFL Christmas show helps set league streaming record
The NFL’s Christmas Day debut on Netflix was a game-changer for sports streaming. For the first time ever, the NFL games – two high-profile matchups – aired exclusively on the streaming giant. And while Netflix scored huge in terms of streaming numbers, the results were more of a mixed bag when compared to traditional TV viewership.
NFL Streaming on Netflix: A Big Leap Forward
On December 25, Netflix streamed two major NFL games: Baltimore Ravens vs. Houston Texans and Kansas City Chiefs vs. Pittsburgh Steelers. The late Ravens-Texans game averaged 24.3 million viewers in the U.S., while the early Chiefs-Steelers game brought in 24.1 million viewers, according to Nielsen. These numbers set a new record for the most-streamed NFL games in history.
Netflix’s new deal with the NFL, worth $150 million, will bring these games to the streaming platform for three years, running through 2026. The streaming giant has already been pushing into live sports with events like Formula 1: Drive to Survive and The Tennis Channel, but this marks one of the biggest live sports events yet.
Beyoncé’s Halftime Show: A Moment That Sparked Viewership
The halftime performance was a big draw, especially for the Ravens-Texans game. With Beyoncé at the center of it in her hometown of Houston, the halftime show quickly became a cultural phenomenon. The performance peaked at 27 million viewers during the broadcast, making it one of the most-watched halftime moments in NFL history, per CNN.
Not only did Beyoncé bring her signature energy, but she also teamed up with Post Malone and Shaboozey, both featured on her country album, Cowboy Carter. Beyoncé’s star power certainly added a glittering touch to the NFL’s streaming debut, but it wasn’t just the performance that caught attention. Her daughter, seen participating in the performance, also generated buzz, making it a memorable and emotional event. Shortly after the show, Bey went on to tease a January 14 announcement, which many fans believe could be about a potential new tour.
As Netflix Chief Content Officer Bela Bajaria noted, it was the “best Christmas gift” the platform could deliver to its members, signaling Netflix’s growing presence in the sports space.
How Does Netflix’s NFL Viewership Stack Up?
While Netflix’s viewership was impressive, traditional TV outperformed the streaming numbers. Last year’s Christmas games, broadcast on CBS, Fox, and ESPN, averaged between 27 million and 29 million viewers per game. Even the Raiders vs. Chiefs on CBS saw 29.2 million viewers, outdoing Netflix’s streamed games. So while Netflix made history, it still has a way to go before it can compete with the massive audiences of cable and broadcast TV.
But what does this mean for the future of streaming sports? While streaming platforms like Netflix are clearly attracting a large audience, live sports are still a domain where traditional broadcasters hold strong. However, with each passing year, the gap between streaming and broadcast TV continues to shrink, and the NFL’s deal with Netflix could signal the beginning of a larger shift.
The Impact of Blowout Scores on Viewership
One factor that likely affected overall viewership is the blowout nature of the games themselves. The Ravens crushed the Texans 31-2, and the Chiefs triumphed 29-10 over the Steelers. When games are one-sided, it can often lead to viewers tuning out earlier, leading to a drop in average viewers for the latter halves. For streaming platforms, which rely on consistent engagement throughout the event, this drop-off can affect their final viewership numbers.
However, this phenomenon isn’t unique to Netflix. Whether on traditional TV or streaming platforms, blowout games are a part of the sports experience. Sports fans know this all too well, and it can impact ratings regardless of where the game is being broadcast.
The Future of Sports Streaming: Netflix’s Growing Role
While Netflix’s Christmas Day NFL games may not have outshined the traditional TV broadcasts, it is a clear sign of the changing landscape of sports media. As more fans move toward streaming services for on-demand content, live sports streaming is becoming a critical part of the equation.
Netflix has already made waves with global sporting events, including the Mike Tyson vs. Jake Paul fight, which set the record for the most-streamed global sporting event in Netflix’s history. That event reached 108 million live viewers worldwide, with 38 million concurrent streams in the U.S. alone. Comparing that to the NFL’s Christmas Day games, it’s clear that Netflix is capable of drawing massive audiences, but it still has room for growth in live sports.
Why Live Sports Are Key for Netflix’s Future
Why is Netflix investing so heavily in live sports streaming? The answer is simple: it’s a massive draw for subscribers. Live sports offer real-time, unmissable events that are perfect for generating buzz, increasing engagement, and keeping viewers glued to the platform. Unlike on-demand content, live sports create a sense of urgency, and that sense of urgency translates into higher viewership and longer subscriber retention.
Netflix isn’t the only streaming platform betting on the power of live sports. Amazon Prime Video and Apple TV+ have also entered the fray with big sports rights deals, such as Thursday Night Football and Major League Baseball games, respectively. The battle for sports content is intensifying, and platforms like Netflix will need to keep innovating if they hope to stand out in a crowded market.
How Does This Shift Impact the NFL?
The NFL’s experiment with streaming games on Netflix is not just a move for Netflix, but a strategic one for the NFL as well. Live sports are one of the few remaining TV events that draw large, live audiences. By securing deals with Netflix and other streaming platforms, the NFL is ensuring that it stays relevant as audiences continue to shift away from traditional TV.
Additionally, the NFL is keen to tap into the younger, digitally native audience that prefers streaming services over traditional cable. The NFL’s partnership with Netflix could help it reach this demographic, while also bolstering its own media rights portfolio for the future.
What’s Next for NFL on Netflix?
The partnership between the NFL and Netflix is only just beginning. With more games scheduled for the coming years, the experiment has the potential to reshape how sports content is consumed. Fans may eventually have the option to stream NFL games on-demand, creating a whole new way to engage with the sport. It will also open the door for Netflix to experiment with new formats, such as interactive game experiences or behind-the-scenes content for subscribers.
Netflix’s growing investment in sports content is a signal of things to come, but it remains to be seen whether streaming will become the primary method for watching live sports. For now, traditional TV still reigns supreme, but as Netflix continues to innovate, it could very well change the way we watch the NFL forever.
Conclusion: The NFL’s Streaming Future Is Bright, But Traditional TV Holds Strong
The NFL’s Christmas Day debut on Netflix was a milestone in the world of sports streaming. While the streaming numbers were impressive, traditional TV still held a commanding lead in terms of total viewership. However, this experiment highlights the growing shift toward live sports streaming, and Netflix’s growing role in that landscape.
With the NFL’s three-year deal in place, the future of streaming NFL games looks promising, even if it takes time for streaming to fully compete with traditional TV ratings. As the NFL continues to explore new partnerships and streaming options, the future of how we watch sports—especially live football—is sure to evolve.
As for Netflix, this could be just the beginning. With an eye on both traditional sports broadcasting and emerging streaming models, the company is positioning itself as a key player in the sports media landscape, and fans can expect even bigger events to come.
