Christmas Day 2023 proved to be a game-changer for Netflix, establishing itself as a formidable player in the sports broadcasting landscape. According to Nielsen’s metrics, nearly 65 million viewers tuned into two exclusive NFL games streamed by the platform—an impressive feat that speaks volumes about changing viewing habits. With an average of 24.3 million watching the Baltimore Ravens triumph over the Houston Texans and 24.1 million for the Kansas City Chiefs’ victory over the Pittsburgh Steelers, Netflix achieved its highest-ever NFL viewership.
The crowning moment for the Ravens vs. Texans match came during Beyoncé’s halftime show, with in excess of 27 million viewers captivated by her captivating performance. “Delivering such record-busting viewership through our Christmas NFL games was the highlight of this holiday season,” expressed Netflix Chief Content Officer Bela Bajaria in a press release. This triumphant moment not only marked an exceptional holiday for the streaming giant but also underscored the power of exclusive broadcasting rights, thanks to its newly inked three-year deal with the NFL.
The Unfolding Rivalry: NFL vs. NBA
While Netflix reveled in its NFL success, the NBA also showcased its prowess by achieving record-breaking viewership of its own. Traditionally synonymous with Christmas Day, the NBA maintained its ground as it reported an average of 5.25 million viewers per game across five matchups. The Los Angeles Lakers vs. Golden State Warriors game stood out as the highlight, becoming the most-watched regular-season game on Christmas in five years, with an average of 7.76 million viewers and a peak of 8.32 million.
The NBA’s first game of the day saw the New York Knicks defeat the San Antonio Spurs, registering 4.91 million viewers, the highest for a Christmas Day opener in over a decade. Cumulatively, the viewership across the league’s Christmas fixtures reflected a striking 84% increase compared to the previous year, showcasing the league’s resilience even amidst broader struggles with viewer engagement.
In a Streaming Era: The New Norm
The extraordinary performances of both leagues on Christmas Day signal a transformative moment in sports broadcasting. In an era defined by streaming wars and ever-shifting viewer preferences, the success of these Christmas games illustrates the potential of exclusive content. For Netflix, securing streaming rights to NFL games marks a significant pivot, diversifying its offerings beyond traditional series and movies.
On the other hand, the NBA’s resurgence in viewership hints at an evolving relationship between sports and streaming platforms. With Disney commanding broadcasting rights for NBA games, leveraging ABC, ESPN, and Disney+, they delivered a solid festive lineup that appealed to the American audience.
As streaming continues to gain momentum, these developments suggest that the future of sports viewership will be intricately tied to platforms like Netflix and Disney. The bounds of traditional viewership are expanding, and it’s clear: Christmas Day 2023 will be remembered not just for festive celebrations but as a pivotal moment for sports consumption in the realm of streaming.