The National Football League (NFL) has made significant strides in expanding its fanbase through strategic streaming deals with various media companies. Hans Schroeder, the NFL’s executive vice president of media distribution, highlighted the league’s commitment to growing its audience during CNBC x Boardroom’s Game Plan sports business event. This push for growth was evident in the NFL’s recent exclusive streaming deals which came as part of its 11-year, $111 billion media rights deal in 2021.
The league’s move towards streaming began with the allocation of exclusive rights for “Thursday Night Football” to Amazon’s Prime Video. Subsequently, other media broadcast partners were given the opportunity to stream games through their services. The NFL’s innovative approach continued with the transfer of the “Sunday Ticket” package to Google’s YouTube TV, while Comcast’s NBCUniversal started streaming “Sunday Night Football” games on Peacock. This shift towards streaming was further solidified with Netflix securing a deal to broadcast games on Christmas Day, marking a significant milestone in the NFL’s media rights strategy.
Schroeder emphasized that the NFL’s journey towards streaming dates back 15 years, citing a meeting with Steve Jobs where the visionary presented an early version of the iPhone. This encounter propelled the NFL to retain live game rights on mobile phones, setting the stage for the league’s current focus on streaming. The success of streaming initiatives was exemplified by the exclusive Wild Card game aired on Peacock, which broke records as the most-streamed live event in history with 27.6 million viewers according to Nielsen.
In addition to expanding its audience within the U.S., the NFL has taken proactive steps to reach international markets. The league’s first-ever game in Brazil was exclusively available on Peacock, drawing an average of 14 million viewers. This strategic move towards international expansion aligns with the NFL’s goal of growing its global fanbase and adapting to the evolving consumer landscape, which increasingly favors streaming services.
Partnerships with leading media companies like Netflix, YouTube, and NBCUniversal have been instrumental in the NFL’s successful foray into streaming. By leveraging the data insights from these platforms, the NFL has been able to tailor its streaming offerings to cater to high sports viewership demographics. The emphasis on traditional broadcast partners remains crucial, as live sports broadcasts continue to command a significant audience on traditional TV despite the rise of streaming services.
Looking ahead, the NFL’s strategic focus on streaming is poised to transform the league’s global reach. The recent partnership with Netflix to stream games for the next three years signifies a shift towards a truly global audience. With plans to broadcast games on the platform in the coming years, the NFL is positioning itself to rival traditional broadcast windows in terms of global viewership. This forward-thinking approach underscores the league’s commitment to innovation and adaptation in the ever-changing media landscape.
The NFL’s successful venture into streaming has not only expanded its audience but also positioned the league as a trailblazer in adapting to consumer preferences. With a strong emphasis on collaboration, innovation, and strategic partnerships, the NFL has paved the way for a new era of sports broadcasting that is both inclusive and forward-looking.