The NFL’s Expansion into Streaming: How Exclusive Deals and Partnerships are Growing the Fanbase

The National Football League (NFL) has been making significant strides in its streaming efforts, which have not only paid off financially but have also helped to expand its fanbase both in the United States and globally. Hans Schroeder, the NFL’s executive vice president of media distribution, highlighted the league’s recent exclusive streaming deals with media companies as evidence of its commitment to growing its audience. These deals were a part of the NFL’s 11-year, $111 billion media rights agreement signed in 2021, which included Amazon’s Prime Video as the exclusive home for “Thursday Night Football.” Additionally, legacy media broadcast partners were granted permission to stream games on their platforms.

However, the NFL’s foray into streaming didn’t stop there. In the subsequent year, Google’s YouTube TV acquired the rights to the NFL’s “Sunday Ticket” package, allowing viewers to watch out-of-market games. Comcast’s NBCUniversal also began streaming “Sunday Night Football” games on Peacock, its streaming service, alongside its regular television broadcast. Furthermore, NBCUniversal secured the exclusive rights to broadcast a Wild Card game on Peacock, marking a significant milestone for the NFL’s streaming strategy. Netflix, the streaming giant, also joined the NFL’s roster of partners, securing a deal to air games on Christmas Day starting this year.

According to Schroeder, the NFL’s push into streaming has been a long time in the making. He recalled a meeting with Steve Jobs, the late Apple CEO, and a small group of NFL executives approximately 15 years ago when Jobs showcased an early version of the iPhone and discussed its potential impact on consumers. This meeting prompted the NFL to retain the rights for live games on mobile phones, setting the stage for the league’s current media rights strategy, which heavily focuses on streaming.

The success of the NFL’s streaming strategy was evident with the exclusive Wild Card game that aired on Peacock earlier this year. With 27.6 million viewers, it became the most-streamed live event in history, according to Nielsen. Schroeder described this moment as transformative for the NFL, as it demonstrated the high value and viewership potential of streaming platforms like Peacock.

The expansion into streaming has continued into the current NFL season. The league’s first-ever game in Brazil was exclusively available on Peacock and averaged 14 million viewers. NBC Sports President Rick Cordella praised the NFL for its willingness to experiment and collaborate with streaming platforms like Peacock. He mentioned that Peacock’s sports strategy began with the English Premier League games and the NFL, with plans to further expand into NBA games in the 2025-26 season. Similarly, Lori Conkling, YouTube’s global head of TV, film, and sports partnerships, emphasized the high viewership of sports content on the platform and explained why the acquisition of the “Sunday Ticket” package made sense for YouTube.

While the NFL’s streaming efforts have been successful, the league acknowledges the importance of traditional TV broadcasts. Schroeder emphasized that the NFL’s strategy exists in both the traditional TV and streaming realms. However, the league is determined to align itself with the consumer trend towards streaming and grow its fanbase accordingly. The NFL’s international expansion is also a part of this strategy, with games played overseas contributing to its global presence.

In terms of global streaming, Schroeder believes that the Netflix deal will be groundbreaking. With the ability to stream NFL games for the next three years, Netflix’s global audience is expected to rival the viewership of traditional broadcast windows in the United States. This partnership demonstrates the NFL’s commitment to reaching an international audience and reinforces its position as a global sports powerhouse.

In conclusion, the NFL’s investment in streaming has proven fruitful, allowing the league to reach a wider audience and expand its fanbase. The exclusive streaming deals with various media companies, including Amazon, Google, Comcast, and Netflix, have enabled the NFL to provide its games to viewers through different platforms. The success of the exclusive Wild Card game on Peacock, along with the availability of NFL games on other streaming services, highlights the growing popularity of streaming among sports fans. As the NFL continues to balance its traditional TV presence with its streaming strategy, it remains committed to meeting the evolving needs of consumers and growing its global audience.