Netflix’s NFL Christmas stream breaks records with 65 million viewers

Netflix achieved a significant milestone on Christmas Day by setting a new live-streaming record for its exclusive broadcast of two National Football League (NFL) games. According to preliminary Nielsen data, the Kansas City Chiefs' victory over the Pittsburgh Steelers averaged 24.1 million viewers, while the Baltimore Ravens' win against the Houston Texans attracted an average of 24.3 million viewers. In total, the two matchups drew nearly 65 million viewers across the United States.

Beyoncé’s Halftime Show Drives Peak Numbers

The highlight of the day was the halftime show during the Ravens-Texans game, featuring a 13-minute performance by Beyoncé. This segment pushed viewership to over 27 million, setting a peak record for the platform. The games not only captivated sports fans but also drew music enthusiasts, adding to Netflix’s historic achievement.

This marked the first time the NFL partnered exclusively with Netflix to stream its Christmas matchups. The collaboration is part of a three-year deal, under which Netflix reportedly pays $75 million per game. For this year alone, the streaming giant paid $150 million, as confirmed by a Wall Street Journal report. The partnership represents Netflix’s broader strategy to expand into live sports broadcasting, leveraging high-profile events to boost its audience.

Technical Success and Comparisons

Netflix’s NFL debut not only broke records but also avoided major technical issues, a notable improvement from past live events such as the Jake Paul-Mike Tyson fight. “Bringing our members this record-breaking day of two NFL games was the best Christmas gift we could have delivered,” said Bela Bajaria, Netflix’s chief content officer. The league’s chief media and business officer, Brian Rolapp, added, “The quality of the stream was fabulous, the production went off tightly. This further convinces us that Christmas is a great football day.”

The games now rank as the second- and third-most popular live titles in Netflix history, behind the November 14 boxing event featuring Jake Paul and Mike Tyson, which drew a global audience of 60 million and peaked at 65 million concurrent streams.

Looking Ahead: NFL’s Christmas Plans

Next year, the NFL is expected to stream at least two Christmas games on Netflix, with the possibility of adding a third. As the holiday falls on a Thursday, the schedule is likely to include two afternoon games and one prime-time event. This follows a precedent set by the NFL’s successful Thanksgiving Day strategy, which has featured three games annually since 2006.

NBA’s Record-setting Christmas Performance

While the NFL dominated the streaming landscape, the NBA also enjoyed a record-breaking Christmas Day. Its five-game lineup averaged 5.25 million viewers per game across ABC, ESPN, and other platforms, marking the league’s most-watched Christmas in five years. This parallel success highlights the increasing popularity of sports programming during the holiday season.

Netflix’s historic streaming numbers for the NFL Christmas games underscore the growing appeal of live sports on digital platforms. By securing this deal, Netflix has positioned itself as a key player in live sports broadcasting, paving the way for more high-profile events in the future. As both the NFL and NBA continue to capitalise on holiday viewership, the competition for audience attention during the festive season is set to intensify.