This year’s Christmas Day transformed into a landmark occasion for Netflix, as the streaming giant achieved unprecedented viewership for its exclusive airing of NFL matches. According to data from Nielsen, nearly 65 million fans watched the two eagerly anticipated games that day, setting a new record for NFL viewership in the United States. The Baltimore Ravens’ impressive victory over the Houston Texans captivated an average of 24.3 million viewers, while the Kansas City Chiefs’ clash with the Pittsburgh Steelers drew in an average of 24.1 million. A noteworthy highlight of the day was Beyoncé’s halftime performance, which attracted more than 27 million viewers at its peak, showcasing the power of crossover appeal in sports entertainment.
The success of Netflix’s Christmas programming is a direct result of its exclusive broadcasting rights to such high-stakes games. This marks the beginning of a three-year partnership with the NFL, allowing Netflix to stream Christmas matchups, which is a strategic move to attract and expand its viewership base. Bela Bajaria, Chief Content Officer at Netflix, expressed gratitude for their collaboration with the NFL and the star-studded performances that accompanied the games. This partnership, along with performances by iconic artists like Beyoncé and Mariah Carey, demonstrates how combining sports with popular culture can drive audience engagement and viewership.
While Netflix celebrated its triumph with the NFL, the NBA simultaneously experienced its own Christmas miracle of viewership. Averaging 5.25 million viewers per game, the NBA secured its highest viewership numbers in five years across its lineup of Christmas Day games. The Los Angeles Lakers’ victory over the Golden State Warriors became a sensation, boasting an average of 7.76 million viewers. Additionally, the first game of the day, featuring the New York Knicks against the San Antonio Spurs, achieved a remarkable milestone as the most-watched Christmas Day opener in the past 13 years.
The NBA saw an eye-catching 84% increase in viewership for Christmas games compared to the previous year, aligning with audiences’ growing appetite for live sports. With their games broadcast on Disney’s extensive platforms including ABC, ESPN, and Disney+, the increase in ratings could signify a recovering momentum for the league, which has faced declining viewership in recent seasons. This rejuvenation presents an exciting opportunity for both leagues, each of which is competing for audience share during the highly coveted holiday slots.
The Christmas Day viewership dance between the NFL on Netflix and the NBA showcases the shifting landscape of how sports are consumed. As more viewers gravitate towards streaming platforms, partnerships and innovative broadcasting agreements will be pivotal for future engagement. Both leagues have harnessed the holiday spirit to create memorable moments that resonate beyond the season, marking this Christmas Day as not only a triumph in viewership numbers but also as a harbinger of what the future holds for sports broadcasting in a streaming-dominated world.