Takeaways From Netflix’s NFL Christmas Debut
Netflix’s instant success distributing NFL games is an inflection point in live sports rights, full stop. But amid all the screaming headlines about the record audience and how the NFL stole Christmas from the NBA, some things have been misrepresented or misinterpreted. Here are a few key takeaways.
- Global distribution is more valuable than production expertise. Remember: Netflix doesn’t have the staff to actually produce an NFL broadcast; CBS produced the games, and Netflix simply streamed them (plus, staffed the talent from all across network television). It didn’t produce the Tyson-Paul fight either, and won’t produce WWE Raw when that streams on Netflix beginning in January. That’s all just fine: Netflix’s global reach is its true strength. It doesn’t need to produce the content.
On top of its three-year, $150 million Christmas Day deal with the NFL, Netflix just secured U.S. media rights to the 2027 and 2031 FIFA Women’s World Cup. Netflix has fully arrived as a force in live sports bidding, because its 282 million global subscriber base is unrivaled in the OTT landscape. Content is king, as the saying goes, but scaled global distribution is a mightier king.
- The NBA didn’t “lose” Christmas Day. Sure, LeBron James saying “I love the NFL, but Christmas is our day” looked silly in light of the NFL games averaging 24 million viewers and the NBA games averaging 5 million. But unlike the NFL, the NBA’s viewership went up 83% compared to last year. It was the NBA’s most-watched Christmas in five years. The games were close and exciting, and the league might have fixed its ratings crisis in one day. The NBA’s year-over-year ratings decline, as high as 26% a couple of weeks ago, is now down to just 4%.
Comparing any league’s viewership to the NFL’s is never going to make anyone but the NFL look good. NFL games accounted for 93 of the 100 most-watched live telecasts last year. It’ll be 90+ again in 2024. The NFL had a fine Christmas Day, the NBA had a stellar Christmas Day, and Netflix was the biggest winner.
For three more takeaways, read the full column from FOS editor in chief Dan Roberts.
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