Netflix has made headlines with its recent acquisition of broadcasting rights for the FIFA Women’s World Cup, a groundbreaking deal for the streaming giant. This historic agreement grants Netflix exclusive rights to the 2027 and 2031 tournaments, making it the first complete sports event the platform has wholly acquired.
The deal was confirmed amid intense speculation about potential candidates for U.S. broadcasting rights for the Women’s World Cup. Historically, conventional sports networks like FOX and ESPN dominated this space, but Netflix has emerged victorious, securing its position as the broadcaster for these prestigious tournaments.
According to InsideFIFA, the contract encompasses all U.S. audiences, including Puerto Rico, and provides coverage relating to both English and Spanish broadcasts. Fans can look forward to live access to every match, alongside comprehensive pre- and post-match studio coverage. The deal is particularly noteworthy as it aims to showcase the growing prominence of women’s football on the global stage.
Alongside the live coverage, Netflix plans to produce exclusive documentary series leading up to both events. These productions will feature top players and highlight their journeys, showcasing the burgeoning growth of women’s football. This blend of live sports action and documentary storytelling could create an engaging viewer experience, offering fans more than just match coverage.
Yet, this partnership raises questions about how the choice of Netflix as the rights-holder will shape the accessibility of the tournaments. Historically, major sporting events have been broadcast on free-to-air networks, allowing maximum accessibility for viewers. With Netflix opting for this exclusive deal, concerns arise about whether the Women’s World Cup coverage will fall behind a paywall, potentially limiting viewership.
The FIFA Women’s World Cup has seen varying broadcast viewership numbers over the years. For example, data from its 2023 edition showed average viewership on FOX Sports dropped significantly to 669,000 viewers per match, down 60% from the 2019 tournament’s 1.66 million average. Similarly, Spanish-language coverage on Telemundo faced declines, averaging 147,000 viewers compared to 302,000 during 2019. The move to Netflix could see these numbers fluctuate again, either rising if fans commit or dropping if accessibility becomes more restricted.
Netflix's decision could also mark the start of experimenting with sports broadcasting formats they have yet to explore. While the streaming service has significant reach—serving about 179.4 million users—it remains to be seen how they will maintain audience engagement with the Women’s World Cup amid fierce competition from traditional networks. Potentially, this could set the stage for more exclusive sports deals as platforms seek to attract sports fans seeking diverse options.
Netflix’s acquisition is seen as potentially significant not only due to its historical nature but also for the economic impact it may have on the FIFA Women’s World Cup. While there haven't been public disclosures about the financial details of the agreement, it may denote the most lucrative deal for the tournament yet, underscoring the increasing value of women’s sports rights.
Many are holding their breath seeing how Netflix will navigate this uncharted territory. They may redefine the standard for how major sports tournaments are broadcast, tackling issues like production quality, viewer access, and advertising strategies. Reflecting the nature of streaming services, Netflix could present innovative viewing experiences, but with its limitations needing to be acknowledged.
How fans will respond to this shift remains to be seen. There is optimism surrounding the production of exclusive series focusing on athletes and the sport’s growth; likewise, fear around the exclusivity of the deal could reign. Given the cultural moment where women’s sports have gained more visibility, Netflix's foray might spark greater interest and discussion on women's football progressing from the shadows.
For now, what’s clear is the strong relationship forming between FIFA and Netflix, one underscoring the tides of change within sports broadcasting. What history this partnership creates for future women’s tournaments is yet to be determined, but it certainly stands as a pivotal moment for female athletes, sports fans, and broadcasting as everything converges toward the next FIFA Women's World Cup.
Looking forward to 2027 and 2031, all eyes will be on how this airing plays out on Netflix, as many will hope the excitement around women’s sports continues to build.
