Christmas Day 2024 was marked by record-breaking viewership as the National Football League’s (NFL) games on Netflix drew unprecedented numbers, demonstrating the streaming giant’s growing foothold in live sports broadcasting. According to Nielsen, nearly 65 million U.S. viewers engaged with at least one of the two games aired on the platform, marking it as the most-watched NFL Christmas slate to date.
The games featured the Kansas City Chiefs facing the Pittsburgh Steelers and the Baltimore Ravens taking on the Houston Texans. The Chiefs triumphed over the Steelers with a decisive 29-10 victory, averaging 24.1 million viewers, whereas the Ravens dominated the Texans, winning 31-2 and pulling in 24.3 million viewers, stats reveal.
After being the hosts of Christmas for many years, the NBA had its ratings soar as well, witnessing its best holiday numbers since 2019. NBA games averaged around 5.25 million viewers, with notable wins coming from LeBron James and the Los Angeles Lakers against the Golden State Warriors.
LeBron humorously acknowledged the shift during his post-game interview, quipping, “I love the NFL, but Christmas is our day.” Despite his jest, the successful ratings showed there’s plenty of room for both leagues to thrive on the holiday.
According to Hans Schroeder, the NFL’s Executive Vice President of Media Distribution, the viewership numbers from Netflix speaks volumes. He noted, “The numbers speak for themselves. We're thrilled with our first Christmas Gameday on Netflix with NFL games being streamed to a global audience.” This year marks the inaugural season of the NFL's three-year partnership with Netflix aimed at streaming Christmas Day games.
Enhanced visibility was aided by star-studded halftime performances, most significantly by Beyoncé, who kicked off viewers’ interest during the Ravens-Texans game. Her set peaked with over 27 million viewers at the height of her performance, creating significant buzz on social media, with the hashtag #BeyonceBowl trending globally. Mariah Carey also opened the earlier contest with her festive hit “All I Want for Christmas,” contributing to the celebratory atmosphere.
This initiative from the NFL to carve out its niche on Christmas followed years of occasional games being aired on traditional broadcasters. Last year, several telecast numbers hovered around 28 million for three contest games on broadcast networks, demonstrating substantial growth for the NFL this year via streaming. Reflecting on the shift, Netflix’s Chief Content Officer, Bela Bajaria, stated: “Bringing our members this record-breaking day of two NFL games was the best Christmas gift we could have delivered.”
The games racked up impressive viewership globally as well, indicating sizeable interest from audiences outside the U.S. The NFL’s endeavor not only looked to captivate existing fans but also engaged potential new audiences who had access to these matches via Netflix, available across over 200 countries. Netflix’s initiative is part of its broader strategy to incorporate live sports events, hence cementing its status as a competitive player against established sports networks.
Indeed, the NFL’s Christmas Day reach was significant, surpassing all streaming records associated with American football, including previous benchmarks set by Amazon’s Thursday Night Football. Expectations are high for future instances as Netflix prepares to become the exclusive streaming home to WWE events starting next year, showcasing its ambition to dominate the live sports field.
Yet, the Netflix broadcast experienced its share of technical challenges, which users noted through social media. Despite fewer complaints relative to the past, some viewers mentioned frustrations over delays when tuning in post-kickoff. Continuous enhancements will be necessary to support its live events, ensuring seamless integration as the demand for sports programming rises.
The other league, the NBA, also took pride as its games spiked significantly, with ratings rising 84% from the previous year's holiday lineup due to full simulcast on ABC. Leading the NBA’s viewership was the Lakers-Warriors matchup, grabbing over 7.76 million viewers, creating thrilling narratives during the game’s final moments.
This year serves as evidence pointing to the expanded reach of both leagues during Christmas, as sports viewership continues to shift toward platforms providing flexible access to game-day experiences. Whether it is the NFL solidifying its presence on Christmas or the NBA revamping viewership methodologies, it is clear both leagues have entered the holiday fray with remarkable vigor.
Looking forward, as Netflix continues to refine its processes and address viewer concerns, the partnership with the NFL is set to pave the way for more innovative and engaging sports broadcasts on Christmas, perhaps transforming the day’s viewing traditions for audiences worldwide.
