The National Football League’s foray into the world of streaming has proven to be a successful strategy in expanding its fanbase both in the United States and globally. Hans Schroeder, the NFL’s executive vice president of media distribution, highlighted the league’s exclusive streaming deals with various media companies as a key component in the growth of its audience. These deals, such as the 11-year, $111 billion media rights deal signed in 2021, have propelled the NFL into the streaming space, with platforms like Amazon’s Prime Video, Google’s YouTube TV, and Netflix becoming major players in broadcasting NFL games.
Schroeder mentioned that the NFL’s journey into streaming began around 15 years ago, with a meeting involving Steve Jobs, where the potential impact of mobile devices on consumers was discussed. This foresight led the NFL to prioritize live game rights for mobile phones, laying the groundwork for its current streaming strategy. The exclusive Wild Card game aired on Peacock earlier this year exemplified the success of this strategy, setting a record as the most-streamed live event in history with 27.6 million viewers, according to Nielsen.
International Expansion and Innovation
The league’s expansion into streaming has not only impacted its domestic audience but has also opened up new opportunities for global growth. The NFL’s first-ever game in Brazil, exclusively available on Peacock, attracted an average of 14 million viewers, showcasing the platform’s potential to reach international markets. Partnerships with streaming giants like Netflix have further solidified the NFL’s global presence, with plans to stream games for the next three years, including matchups in 2025 and 2026.
Hybrid Approach to Media Rights
While the NFL’s focus has shifted towards streaming, it has maintained a balance between traditional TV broadcasts and digital platforms. Schroeder emphasized the importance of catering to both audiences, acknowledging that the majority of viewership still comes from traditional TV. The league’s media rights strategy aims to align with consumer preferences, which are increasingly leaning towards streaming services. By experimenting with different platforms and formats, the NFL has been able to adapt to changing viewing habits and preferences.
Looking ahead, the NFL is committed to expanding its fanbase and enhancing its global presence through strategic partnerships and innovative streaming deals. The collaboration with platforms like Netflix and YouTube has paved the way for a more diverse and widespread audience, with expectations of rivaling traditional TV viewership in the near future. By embracing streaming as a core component of its media strategy, the NFL is positioning itself for sustained growth and relevance in the evolving landscape of sports broadcasting.