Beyoncé performs during halftime of an NFL football game on Netflix between the Baltimore Ravens and … [+]
The Netflix NFL doubleheader on Christmas Day became the most streamed games to date. The first game, Kansas City Chiefs-Pittsburgh Steelers averaged a record 24.1 million viewers. The streaming record was broken later in the day with the Baltimore Ravens-Houston Texans game, which averaged 24.3 million viewers. All four teams are headed for the NFL postseason which starts on January 11.
Viewing during the second game peaked when over 27 million watched the halftime show headlined by Beyoncé. In addition, Netflix reported the two games generated an unduplicated audience of 65 million viewers. Also, Netflix noted the second game (Ravens vs. Texans) averaged 5.1 million Adult 18-34 viewers, making it the most watched NFL game on Christmas Day since at least 2001.
The average audience is based on Nielsen’s Fast National (Live + Same Day) data which also includes out-of-home viewing and CBS local market viewing along with mobile and web data from Netflix and NFL+ mobile viewing from the NFL. Netflix says more numbers will be released on December 31.
In its press release, Netflix said the Christmas Day games dominated social conversation. #BeyonceBowl was the #1 worldwide trend on X immediately as her performance kicked off — replacing #Christmas itself. Following her performance, Netflix occupied 10 of the top 12 trending topics on X in the U.S. #NFLonNetflix also trended around the world, reaching a peak of #2 in Australia, #3 in the U.K. and Germany, #5 in Brazil and France, #6 in the U.S.
In a statement, Hans Schroeder, NFL executive vice president of media distribution said, “We’re thrilled with our first Christmas Gameday on Netflix with NFL games being streamed to a global audience. Fans in all 50 states and over 200 countries around the world watched some of the league’s brightest stars along with a dazzling performance by Beyoncé in a historic day for the NFL.”
Bela Bajara, Netflix Chief Content Officer added, “Bringing our members this record-breaking day of two NFL games was the best Christmas gift we could have delivered. We’re thankful for our partnership with the NFL, all of our wonderful on-air talent, and let’s please not forget the electrifying Beyoncé and the brilliant Mariah Carey.”
Last month, Netflix live streamed a boxing match between Mike Tyson and Jake Paul. The live event generated upwards of 65 million households (38 million in the U.S.) and more than 108 million viewers globally, in becoming the most-streamed sporting event. The event however was beset with buffering issues that triggered numerous subscriber complaints posted on social media. In contrast, the NFL doubleheader had a minimum number of reported hiccups.
The previous streaming high of an NFL game was last January in a wild card playoff game between the Kansas City Chiefs and Miami Dolphins. The game on Peacock delivered an average audience of 23 million viewers.
On December 5, the Detroit Lions—Green Bay Packers game on Thursday Night Football was streamed on Prime Video and averaged 17.3 million viewers. It was the most-watched regular season game exclusively streamed on Prime Video. Viewing peaked at 9:15-9:30 p.m. (ET) with an average audience of 18.9 million viewers.
With one regular season game remaining, Prime Video’s live coverage of Thursday Night Football is averaging 13.3 million viewers, a 12% increase from last year’s entire regular season games (11.9 million) and 39% higher from the entire inaugural 2022 season (9.6 million).
In comparison to Netflix impressive audience delivery, last year’s three NFL games on Christmas Day across three broadcast networks, collectively averaged 28.7 million viewers. Nielsen ranked all three games among the 20 most watched telecasts of 2023. The first game (Kansas City vs. Las Vegas) averaged 29.2 million viewers.
The Netflix doubleheader marks the fifth straight Christmas the NFL has scheduled at least one game. Prior to 2020, the last NFL game scheduled on Christmas Day were two games in 2017.
NFL Average Audience on Christmas Day 2020-2024 (all kickoff times are ET)
2024 (Wednesday)
Kansas City Chiefs vs, Pittsburgh Steelers, Netflix 1 pm, 24.1 million viewers. Baltimore Ravens vs. Houston Texans, Netflix 4:30 pm, 24.3 million viewers.
2023 (Monday)
Las Vegas Raiders vs. Kansas City Chiefs, CBS/Nick 1 pm, 29.2 million viewers. Philadelphia Eagles vs. New York Giants, Fox 4:30 pm, 29.0 million viewers. San Francisco 49ers vs. Baltimore Ravens, ABC 8:15 pm 27.1 million viewers.
2022 (Sunday)
Green Bay Packers vs. Miami Dolphins, Fox 1 pm, 25.9 million viewers. Los Angeles Rams vs. Denver Broncos, CBS/Nick 4 pm, 22.6 million viewers. Tampa Bay Bucs vs. Arizona Cardinals, NBC 8 pm, 17.2 million viewers.
2021 (Saturday)
Cleveland Browns vs. Green Bay Packers, Fox/NFLN 4:30 pm, 28.6 million viewers. Indianapolis Colts vs. Arizona Cardinals, NFLN 8:15 pm, 12.6 million viewers.
2020 (Friday)
Minnesota Vikings vs. New Orleans Saints, Fox/NFLN 4:30 pm, 20.9 million viewers.
Front Office Sports reports that during the games, Netflix promoted a number of sports related content. Before kickoff, a movie trailer of the golf movie Happy Gilmour 2 was streamed. The Adam Sandler sequel is scheduled to be released by Netflix next July. Netflix also promoted WWE Raw, which will make its debut on January 6. A number of ads promoting The Electric State described as a science fiction adventure comedy-drama ran as well. The budget of the film was a reported $320 million and will debut in March.
Netflix will stream at least one NFL game on Christmas Day in 2025 and 2026. Next year with Christmas falling on a Thursday, Prime Video is expected to stream a primetime game. Prime Video will also be streaming an early round playoff next month.
On Christmas Day the NBA televised five games on ABC. The highest rated game, Los Angeles Lakers-Golden State Warriors averaged 7.8 million viewers, peaking at 8.3 million viewers at 10:30 (ET). It was the most watched NBA game on Christmas Day in five years. The game aired after the Netflix NFL doubleheader.
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