Netflix is taking steps to broadcast NFL games on Christmas Day this year. This move marks Netflix’s first venture into traditional live sports streaming, driven by the platform’s goal to expand its advertising tier.
NFL Christmas Day Games on Netflix
Netflix plans to stream two NFL games on Christmas Day this year, with more games planned for 2025 and 2026. Earlier this year, Netflix signed a deal with WWE to host live “Raw” events, marking their initial entry into sports entertainment.
Seeking a Production Partner
Unlike the WWE agreement, Netflix lacks an in-house production team for the NFL Christmas Day games. This has led Netflix to seek an external production partner. They are in talks with current NFL broadcasters, including Disney’s ESPN, Comcast’s NBCUniversal, and Paramount Global’s CBS Sports. Disney has already declined due to their college football commitments on the same day.
Challenges and Competition
Netflix faces several challenges. Broadcasting channels like Fox and CBS Sports, already producing numerous games each week, may find additional broadcasts for Netflix burdensome. There’s also potential competition and reluctance from current NFL partners, worried about Netflix becoming a long-term media rights partner, possibly replacing established media corporations like Paramount, Fox, or NBC.
Netflix’s Announcement and Strategy
Netflix announced its NFL plans in mid-May, ahead of its Upfront presentation to attract advertisers to its ad-supported platform. Netflix’s co-CEO, Ted Sarandos, stated that the NFL aligns with the streaming service’s event strategy. The platform hopes to leverage the NFL’s popularity to reach a global, younger audience and bid on a larger package of games in the future.
Benefits of Partnering with Broadcasters
Partnering with a broadcasting company offers high-quality production expertise, similar to Amazon’s Prime Video collaboration with Comcast’s NBC Sports. If negotiations with existing broadcasters fall through, third-party producers might be an alternative. However, managing an NFL game at a professional standard remains challenging without a fully staffed sports division.
NFL’s Broader Digital Strategy
Netflix’s move into live sports aligns with the NFL’s goal to broaden its viewer base through increased digital partnerships. Since 2021, the NFL has secured long-term deals with Disney, Paramount, NBCUniversal, Fox, and Amazon for its primary game packages. A potential partnership with Netflix could further revolutionize sports streaming.
Roger Goodell on Expanding Streaming Partners
NFL Commissioner Roger Goodell emphasized the NFL’s focus on expanding its streaming partners. The upcoming deal with Netflix to stream the Christmas Day games highlights the NFL’s commitment to diversifying its viewer base in the digital age. Netflix’s step into NFL live games reflects the evolving relationship between digital media and live sports entertainment.
