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Netflix NFL games score 24 million viewers each on Christmas as streamers push further into sports

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Netflix NFL games score 24 million viewers each on Christmas as streamers push further into sports

As a seasoned film critic with a penchant for sports and a soft spot for Beyoncé, I must say that Netflix’s Christmas Day NFL extravaganza was a home run (pun intended). With its seamless blend of high-stakes football action, star-studded cameos, and a halftime performance by the one and only Queen B, it was a cinematic spectacle that had me on the edge of my seat.

Two highly anticipated NFL matches, accompanied by an impressive performance by Beyoncé, helped Netflix generate a considerable cultural impact within the streaming sector, signifying an important milestone as they continue to expand in live sports. However, these events failed to surpass the viewership numbers of last year’s games on traditional television broadcasts.

On Thursday, Netflix announced that their two Christmas Day NFL matches – featuring the Kansas City Chiefs against the Pittsburgh Steelers, and the Baltimore Ravens facing off against the Houston Texans – attracted tens of millions of viewers to their platform based in Los Gatos, California.

On Wednesday, approximately 24.3 million American viewers tuned into the Ravens-Texans game, as reported by Nielsen data provided by Netflix. Earlier in the day, the Chiefs-Steelers matchup attracted around 24.1 million viewers. The number of viewers peaked at 27 million during the Ravens-Texans game, which featured Beyoncé’s electrifying halftime performance, according to the company. In the coming days, they will release data on global streaming numbers.

Despite experiencing technical difficulties like buffering for numerous users, Netflix’s boxing match between Jake Paul and Mike Tyson garnered massive viewership on their platform. This was their first professional live sports event, and it simultaneously streamed to 65 million households and attracted a global audience of 108 million viewers, according to the company.

Netflix’s viewership figures suggest that streaming could be a promising avenue for sports broadcasting in the future. However, it didn’t reach the audience levels of conventional TV. In contrast to last year’s Christmas Day game on CBS which garnered an average of 29.2 million viewers, according to Nielsen statistics.

For the games played on Wednesday, we took into account local market viewings on CBS, mobile viewings via NFL+, as well as visits to Netflix, according to their statement.

Netflix NFL games score 24 million viewers each on Christmas as streamers push further into sports

Hollywood Inc.

In terms of popularity, the debut season of ‘Squid Game’ has been unmatched on Netflix, garnering over 330 million views on their streaming platform. Can the upcoming second season surpass this record-breaking viewership?

Traditional NFL broadcasts have long been a go-to for many viewers when it comes to watching football games, even as the demand for on-the-spot and live streamed content increases.

Netflix’s NFL games marked a significant milestone for the streaming industry, as it combined America’s favorite pastime with the world’s leading subscription streaming platform. In recent times, streaming platforms have been acquiring sports league rights, such as Amazon securing Thursday Night Football and future NBA matches, while Apple now holds Major League Baseball games on Fridays and Major League Soccer contests as well.

According to Paul Verna, the vice president of content at market research firm Emarketer, “Amazon, YouTube, Apple, and now Netflix are all actively participating.” In other words, Netflix’s NFL Christmas Day broadcast can be seen as them making a significant entry into the world of live sports.

The arrival of tech giants has significantly increased the cost of sports broadcasting rights. These media conglomerates, traditionally known for television networks, are ready to spend substantial amounts of money to maintain exclusive live game coverage. One key factor that continues to draw large audiences is the ability to watch these events at a specific time.

As a cinephile excitedly sharing news, I’m thrilled to tell you that Netflix is reportedly shelling out a whopping $150 million for its initial two NFL games! To add more excitement to my fellow football and movie lovers, it looks like Netflix will broadcast at least one Christmas game from the NFL in 2025 and 2026 as part of a thrilling three-year contract with the league. Can’t wait to experience this unique blend of sports and entertainment!

In this arrangement, CBS Sports was responsible for broadcasting the actual games, while NFL Media handled the production of pre-game, post-game, and halftime studio programming.

Bela Bajaria, Netflix’s head of content, expressed that providing our members with an unprecedented double feature of NFL games on this day turned out to be the most delightful Christmas present we could have given.

Compared with some of its prominent streaming rivals, Netflix had been slower to dive into sports.

Before the highly-anticipated Paul vs. Tyson fight, Netflix had already dipped its toes into live sports with events like golf and tennis exhibitions, along with sport documentaries. Just recently, Netflix announced more ambitious plans by securing a deal to broadcast the FIFA Women’s World Cup in 2027 and 2031. The streaming giant has been steadily increasing its involvement in this area due to the allure for audiences and, importantly, advertisers, whom Netflix is aiming to attract.

According to Verna, similar to how other firms initially grew gradually, I believe Netflix is following a comparable trajectory.

As a movie buff might say, neither of today’s holiday matchups were nail-bitingly tight. The opening game saw Kansas City triumph over Pittsburgh with a score of 29-10. In the second game, Baltimore outplayed Houston decisively, winning 31-2.

Technically speaking, watching NFL games on Netflix offered a more seamless viewing experience to the viewers, in contrast to the Paul vs. Tyson match where Netflix’s service struggled due to excessive demand. The issues encountered during that event increased the pressure on Netflix, prompting them to gear up for another large surge of viewers.

Approximately 283 million people across the globe subscribe to this colossal streaming platform, with approximately 85 million of them residing in the U.S. and Canada.

The broadcasts were strategically optimized to resemble a Netflix-style experience, inserting advertisements for upcoming series and films (like “Squid Game” Season 2 that launched on Thursday, the new season of “The Night Agent,” and “Back in Action” featuring Jamie Foxx and Cameron Diaz) within the commercial breaks.

Additionally, the broadcast included guest spots by comedians Bert Kreischer and Nate Bargatze, both known for their work on Netflix. Notably, Bargatze’s recent stand-up special was recently premiered on this popular streaming platform.

Without a doubt, the primary non-sports attraction at the event was Beyoncé’s stunning halftime performance during the Ravens vs Texans game in Houston, her hometown. This performance served as a preview of her new album, “Cowboy Carter,” which pays tribute to her Southern heritage, and she is nominated for Album of the Year at the upcoming Grammy Awards.

Music critic Mikael Wood enthusiastically described the performance as “an exhilarating experience from start to finish.” In his review, he noted that despite its cross-promotional aspects, Beyoncé’s halftime show served as a testament to the fact that whatever draws her out of her superstar shell is something worth appreciating.

Normally, regular-season NFL games do not feature halftime shows, which are usually saved for major events like the Super Bowl. However, incorporating Beyoncé into the entertainment proved to be a clever choice, according to Verna.

He commented, “There was significantly greater publicity and focus on it due to the anticipation that Beyoncé would take the stage.” Netflix shrewdly associated themselves with the holiday games and undeniably, having Beyoncé’s performance during halftime could only have been beneficial.

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2024-12-28 15:33

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