On Christmas Day, Netflix embarked on a significant venture by streaming live NFL games, marking the first time in its history it ventured into live sports broadcasting.
The streaming giant managed to successfully broadcast two NFL games without technical mishaps, a feat that hadn’t been assured given previous challenges, such as issues faced during the Mike Tyson-Jake Paul event. This accomplishment marks an important milestone not only for Netflix but also for the NFL, which traditionally relies on conventional television for audience reach.
In terms of viewership, the streaming of the Kansas City Chiefs versus the Pittsburgh Steelers and the Baltimore Ravens against the Houston Texans collected an impressive average of 24 million viewers in the United States alone. This is a record-breaking figure for NFL games via streaming within the country, and although these numbers may increase after further reviews by Nielsen and other parties, they are already close to the 28 million average viewers that conventional TV garnered for last year’s Christmas games.
A notable highlight was the halftime show during the Ravens-Texans game, dubbed the “Beyoncé Bowl,” which attracted about 27 million viewers, highlighting the potential draw of entertainment segments during sports events.
The strategic move aligns with Netflix’s aspirations to integrate high-profile live events into its portfolio, potentially boosting its advertising business. This collaboration also benefits the NFL, which is continually exploring new platforms willing to pay premium prices for broadcasting rights. In this instance, Netflix reportedly invested $150 million for rights to this year’s Christmas games.
While the games themselves did not introduce unique elements to differentiate the streaming experience from traditional broadcasts, the mere presence of NFL games on Netflix shows the shifting dynamics in sports media consumption. For NFL and Netflix, the focus was less about altering the viewing experience and more about establishing a reliable platform capable of handling such high-demand events.
Despite the general success of the venture, many casual observers were unaware of Netflix’s involvement in broadcasting these games, perhaps due to the absence of particularly critical matchups or suspenseful games. This underscores the reality that while significant to insiders within media and sports business circles, mainstream recognition and anticipation may take time to build.
Netflix’s foray into live NFL streaming signifies a new chapter in sports media, as the lines between traditional and digital broadcasting continue to blur. The successful execution without major technical hiccups is a win for both Netflix and the NFL, paving the way for future collaborations and encouraging further exploration into the potential of streaming services in delivering live sports content.
Source: Businessinsider
