On Christmas Day, Netflix took its first steps as a prominent player in live sports broadcasting, streaming two highly anticipated NFL games. The Kansas City Chiefs faced off against the Pittsburgh Steelers at 1 p.m. ET, followed by the Baltimore Ravens going against the Houston Texans at 4:30 p.m. ET. This ambitious move included star halftime performances from pop legends Beyoncé and Mariah Carey, aiming to capture viewer attention during the holiday.
Despite excitement around the debut, Netflix's event was not without complications. Viewers tuning in were greeted with microphone issues during the opening moments. Kay Adams, the host of 'Up and Adams' on FanDuel TV, introduced the show with only welcome music playing through the microphones instead of her monologue. Left to describe the entrance of NFL stars Patrick Mahomes and Travis Kelce through gestures alone, the situation set the stage for what would become multiple technical snags throughout the broadcast.
Before the game started, Netflix faced scrutiny for several blunders, including incorrect score displays and issues with audio clarity. Adams’ microphone was not the only equipment trouble. Analyst Mina Kimes also experienced problems as her mic cut out mid-segment, coinciding with the airing of a 'Squid Game' Season 2 promo, leading to confusion among viewers.
Kicking off the broadcast, Netflix had invested heavily—$150 million, to be exact—for the rights to show these two marquee AFC matchups. According to reports from The Wall Street Journal, this hefty sum came after Netflix had seen high ratings for last year’s trio of Christmas matchups, with each ranking among the top 20 broadcasts nationwide.
Despite these initial challenges, the anticipation for Netflix's foray was notable, especially bolstered by prior successes. Earlier this year, Netflix broadcast the boxing match between Jake Paul and Mike Tyson, which faced its own set of difficulties, including extensive customer complaints about video buffering. Even so, it drew significant viewer interest, with over 108 million global viewers marking it as the “most-streamed global sporting event ever.”
The Christmas Day NFL games also marked Netflix's commitment to enhancing its presence as a sports broadcaster, hooking viewers with not only the games but pop star performances. JPMorgan analyst Doug Anmuth noted this could be viewed as "a major live ad event" for Netflix, emphasizing its potential to drive growth through its newly established advertising-supported subscription tier.
Netflix's strategy to bring varied commentary styles drew attention as well; its broadcasting team included notable analysts such as Drew Brees, Robert Griffin III, and others. Instead of traditional pairings, Netflix opted for something more mixed, featuring Ian Eagle alongside first-time announcers J.J. Watt and Nate Burleson for the Chiefs-Steelers game.
Looking at the responses from subscribers highlighted the mixture of excitement and frustration. Reports indicated users took to social media to express their difficulties, even jokingly invoking the help of Amazon for support, as it airs Thursday Night Football via its Prime Video service.
Netflix's dual match broadcast strategy allowed the streamer to prove itself as capable of executing high-profile events—yet the technical hiccups exposed areas needing improvement. The company even sent notices to users advising them of possible longer wait times for customer support, indicating they were experiencing unusually high customer requests related to the livestream.
Indeed, Netflix's inaugural broadcast is pivotal not just for financial metrics but for its reputation as well. With the streaming market fiercely competitive, gathering viewer interest—even through challenging first outings like this—can shape future endeavors within live sports for major platforms.
Whether the streaming giant can iron out its issues as it continues to broadcast NFL games remains to be seen. The process toward stability could pave the way for upcoming agreements, including future annual holiday games planned for 2025 and 2026, along with rights to WWE’s "Monday Night Raw." With every challenge faced, continual improvements are expected to follow.
