Netflix Scores Big with NFL Streaming Debut, Beyoncé’s Halftime Show Shines

Netflix has finally made its NFL debut, streaming two high-profile games that set records for live sports viewership on the platform. Despite the milestone, the ratings fell short compared to last year’s traditional broadcasts on cable and network television.

The late matchup between the Baltimore Ravens and Houston Texans drew an average of 24.3 million viewers in the United States, while the earlier Kansas City Chiefs vs. Pittsburgh Steelers game averaged 24.1 million, according to Nielsen. The highlight of the day came during halftime of the Ravens-Texans game, dubbed the “Beyoncé Bowl,” which peaked at over 27 million viewers.

“Bringing our members this record-breaking day of NFL games was the best Christmas gift we could have delivered,” said Bela Bajaria, Netflix’s chief content officer.

While the streaming figures set a new benchmark for the NFL on digital platforms, they trailed last year’s Christmas games on traditional TV. In 2022, the Raiders vs. Chiefs game on CBS averaged 29.2 million viewers, the Eagles vs. Giants on Fox drew 29 million, and the 49ers vs. Ravens matchup on ESPN pulled in 27.1 million, Nielsen reported.

This year marked the first of a three-year, $150 million agreement between Netflix and the NFL to stream select games through 2026. Hans Schroeder, NFL executive vice president of media distribution, expressed optimism about the partnership:

“We’re thrilled with our first Christmas Gameday on Netflix, with NFL games being streamed to a global audience.”

The lopsided scores – Ravens 31, Texans 2, and Chiefs 29, Steelers 10 – may have tempered viewership. Still, the move signals the NFL’s commitment to exploring new platforms.

Last year, the league experimented by streaming a playoff game on Peacock, which delivered surprisingly strong ratings despite initial fan confusion. The Chiefs-Dolphins playoff game on January 15 became the most-streamed live event in history at the time.

However, that record was eclipsed in November when Netflix streamed a highly anticipated fight between Mike Tyson and Jake Paul. The company reported 108 million global viewers, with the event peaking at 65 million concurrent streams worldwide.

Netflix’s venture into live sports continues to evolve, offering the NFL a broader global reach while signalling the growing competition between traditional broadcasters and streaming giants for sports content dominance.