NFL debut, live sports tipping points for advertisers and streamers: recap of Netflix’s year

Netflix made a big impact with its Christmas Day NFL coverage this year, attracting a whopping average of 26.5 million U.S. viewers for each of its two holiday games, according to Nielsen. The ad spots were in such high demand that they sold out weeks in advance.

The successful NFL coverage by Netflix has eased worries in the industry about the platform’s ability to handle major sporting events, especially after a rocky broadcast of the Jake Paul and Mike Tyson fight in November. Adam Schwartz, from Horizon Media, stated, “They proved that they can handle the NFL.”

While the short-term success is promising, questions about streaming platforms entering the live sports arena remain. Now, media buyers and advertisers are curious about viewership, pricing, ad formats, and whether Christmas NFL games could ever rival the popularity of Thanksgiving or the Super Bowl.

Netflix aimed to shake up the NFL on Christmas, enlisting Mariah Carey and Beyoncé for a 13-minute halftime show to attract a wider audience than traditional linear NFL coverage. Kevin Everhart from Experian Consumer Services mentioned that Netflix’s selling point was its ability to reach new audiences with football content.

The games, featuring teams like the Baltimore Ravens and the Kansas City Chiefs, drew an impressive U.S. viewership of 26.5 million on average and a total audience of 65 million. Even though it was lower than last year’s Christmas games on traditional networks, it outperformed last year’s AFC wild-card game on NBCU streamer Peacock. This signals the closing gap between linear and streaming audiences.

Advertisers like Google Pixel, Verizon, and Johnnie Walker were happy with the results and Netflix’s handling of the broadcast, despite some initial concerns about stream quality. Netflix took a calculated approach, including working with CBS Sports for production and Nielsen for monitoring viewership, to reassure advertisers and viewers alike.

In conclusion, Netflix’s NFL Christmas coverage marked a significant moment in the streaming world’s foray into live sports, showcasing both the platform’s potential and the evolving landscape of sports broadcasting.