Netflix is gearing up for one of its most significant days since its inception, as it embarks on its inaugural broadcast of two NFL games on Christmas Day, December 25, 2024. Dubbed "NFL Christmas Gameday on Netflix," the event kicks off with a two-hour pregame show starting at 11 a.m. EST, leading up to the contest between the Pittsburgh Steelers and the Kansas City Chiefs, slated for 1 p.m. EST. The day wraps up with the Baltimore Ravens facing the Houston Texans at 4:30 p.m. EST.
This venture marks the first time Netflix will distribute NFL games globally, taking advantage of its massive subscriber base of 282.3 million users across more than 190 countries. NFL fans can watch these games not only on their devices but also through CBS affiliates based within the respective teams' markets, adhering to the league's policy of ensuring over-the-air broadcasting alongside cable or streaming feeds.
Brandon Riegg, Netflix's Vice President of Nonfiction Series and Sports, is no stranger to concerns about streaming service reliability. After significant streaming difficulties during the November 14 fight between Jake Paul and Mike Tyson, which peaked at 65 million concurrent streams, Riegg emphasized, "We never want to have technical issues or a disappointing experience for our members.... There's a lot of these fixes and improvements they realized they could make, and they're applying all of the stuff." Netflix is determined to avoid the technical hitch they experienced, stressing their systems to prepare for what could be their most-watched day ever.
The financial side of this partnership is equally compelling, as the NFL will rake in around $150 million from Netflix for these Christmas Day games. This contract is part of the NFL's broader strategy to expand its digital footprint, having already established partnerships with platforms like Amazon Prime Video and YouTube TV for other game streams.
The games on Christmas Day come after impressive viewership for prior holiday matchups, with last year’s three Christmas games averaging 28.68 million viewers, and this success is not lost on the NFL's decision-makers. "It's sort of an event. It's not just a random Week 17 game," Riegg noted, emphasizing the festive atmosphere they are aiming to create. The strategic decision not only serves the financial interests of the league but is also crafted to draw families and friends together for this holiday experience.
The lineup promises plenty of entertainment, with special appearances slated throughout the day. Mariah Carey will kick off the festivities with her iconic performance of “All I Want for Christmas is You.” But it doesn’t end there; Beyoncé is also set to perform during halftime of the Ravens-Texans game, almost guaranteed to draw multitudes to screens as viewers multitask between the game and the concert.
For the players and teams involved, there is much at stake beyond just holiday bragging rights. All four teams competing have already clinched playoff spots but are vying for favorable seeding. Kansas City, with their impressive record of 14-1, can secure the top seed, affording them home-field advantage throughout the playoffs, whereas the Pittsburgh Steelers and Baltimore Ravens are currently neck-and-neck atop the AFC North.
While Netflix anticipates high viewership, there are questions of whether they can manage it effectively, especially with historical numbers to contend with. The largest audience for any streamed-exclusive NFL game previously stood at 23 million viewers on Peacock during last season’s wild-card battle. Whether Netflix can replicate this success with potentially millions more tuning in remains to be seen.
Nielsen is expected to measure ratings for the Christmas Day games, with initial figures likely to surface late afternoon on December 26. This will provide insight as to how these games performed versus traditional broadcasts and streaming contenders.
Beyond just football, Netflix’s ambitions are clear as it aims to position itself as not only home to movies and series but as part of the broader sports conversation. Recent moves include acquiring rights for the upcoming FIFA Women’s World Cup tournaments and forming partnerships with World Wrestling Entertainment, the latter set to launch its first content on Netflix with "Monday Night Raw" on January 6, 2025.
With anticipation building and the stakes high, both for Netflix as it aims to fix prior streaming troubles and the teams playing, Christmas Day promises to be nothing short of memorable. Each kickoff will be accompanied by the festive cheer of celebration, showcasing the embrace of sports by families across the globe as they tune in to enjoy the magic of the NFL on one of the most cherished holidays of the year.
