The NFL's Big Bet on YouTube & Streaming

The National Football League (NFL) is seeing its gamble on streaming pay off, with a strong emphasis on YouTube. The NFL is expanding its fanbase both in the U.S. and globally through its exclusive streaming partnerships with media companies.

• In 2021, the NFL signed a groundbreaking 11-year, $111 billion media rights deal that included a significant focus on streaming.
• Amazon secured exclusive rights to "Thursday Night Football" through Prime Video.

YouTube's Role in the NFL's Streaming Success

The NFL's "Sunday Ticket" package, which allows viewers to watch out-of-market games, moved to YouTube TV in 2022. This strategic move was driven by YouTube's vast platform and user base.

• YouTube TV is one of the leading live TV streaming services, providing the NFL with access to a wide audience.
• The NFL's partnership with YouTube highlights the league's commitment to leveraging streaming platforms for its content distribution.

Peacock's NFL Streaming Success

Comcast's NBCUniversal has also been a key player in the NFL's streaming strategy.

• Peacock, NBCUniversal's streaming service, began streaming "Sunday Night Football" games alongside the regular broadcast in 2022.
• Peacock secured an exclusive Wild Card game in 2023, marking a significant step in the streaming service's sports strategy.
• This game, viewed by 27.6 million viewers, became the most-streamed live event in U.S. history.

NFL's International Expansion on YouTube and Peacock

The NFL's move towards streaming is extending beyond the U.S., with a strong focus on YouTube and Peacock.

• The first-ever NFL game in Brazil was available exclusively on Peacock, averaging 14 million viewers.
• This move signifies the league's ambition to grow its fanbase and engagement internationally.

Netflix's Global NFL Streaming Debut

Netflix joined the NFL's streaming lineup in 2024 with a multi-year deal to broadcast NFL games, further highlighting the league's dedication to global expansion.

• Netflix will stream two NFL games in 2024 and at least one game in 2025 and 2026.
• This partnership aims to reach a global audience and capitalize on Netflix's worldwide reach.

The Future of NFL Streaming: A Hybrid Approach

While the NFL embraces streaming, it recognizes the value of traditional TV. The league is taking a hybrid approach, leveraging both traditional broadcast partners and streaming services.

• The NFL's goal is to maximize viewership by distributing its games across multiple platforms.
• The league's focus is on expanding its fanbase and moving in the same direction as consumers, who are increasingly turning to streaming.