The National Football League’s recent foray into streaming has proven to be a game-changer, not only in terms of increasing its fanbase domestically but also on a global scale. With a series of exclusive streaming deals with various media companies, the NFL has strategically positioned itself to reach a wider audience. This strategic shift was highlighted by Hans Schroeder, the NFL’s executive vice president of media distribution, during the CNBC x Boardroom’s Game Plan sports business event. The multi-billion dollar media rights deal signed by the NFL in 2021 included provisions for streaming, paving the way for exclusive partnerships with major players in the streaming industry.
Under the media rights deal, “Thursday Night Football” became an exclusive offering on Amazon’s Prime Video, while other legacy media partners were given the green light to stream games on their platforms. Building on this momentum, the NFL’s “Sunday Ticket” package found a new home on Google’s YouTube TV, further solidifying its presence in the streaming landscape. Comcast’s NBCUniversal also jumped on the streaming bandwagon by offering “Sunday Night Football” games on Peacock, in addition to securing exclusive rights to stream a Wild Card game. Notably, streaming giant Netflix entered the NFL arena by acquiring the rights to air games on Christmas Day, marking a significant milestone in the league’s streaming journey.
Schroeder reflected on the NFL’s evolution in streaming, citing a pivotal meeting with late Apple CEO Steve Jobs as a catalyst for the league’s embrace of mobile streaming. The successful exclusive airing of a Wild Card game on Peacock earlier this year, which garnered a record-breaking 27.6 million viewers, underscored the impact of the NFL’s streaming strategy. The league’s expansion into new markets was exemplified by its first-ever game in Brazil, exclusively available on Peacock, attracting an average of 14 million viewers. These milestones demonstrate the NFL’s commitment to innovation and its willingness to experiment in the streaming sphere.
As traditional TV viewership continues to hold strong, the NFL’s strategy strikes a balance between traditional broadcasting and streaming platforms. While the majority of media rights deals are still with traditional broadcast partners, the league recognizes the importance of tapping into the growing streaming market. By aligning with consumer trends and preferences, the NFL aims to grow its global fanbase and adapt to the changing landscape of sports broadcasting. The recent Netflix deal, which includes streaming NFL games for the next three years, reflects the league’s ambitious plans for expanding its reach worldwide.
Schroeder envisions the Netflix deal as a groundbreaking opportunity to reach a truly global audience, transcending geographical boundaries and rivaling traditional viewing windows in the U.S. With plans to stream two games this year on Netflix, as well as additional matchups in 2025 and 2026, the NFL is poised to make a significant impact on the global sports broadcasting scene. By embracing streaming as a key component of its media rights strategy, the NFL is laying the foundation for future growth and innovation in the ever-evolving world of sports entertainment.