Christmas Day 2023 marked a significant milestone for Netflix as the streaming giant achieved unprecedented viewership for NFL games, according to Nielsen data. With exclusive broadcasting rights, Netflix captivated an audience of nearly 65 million viewers across two major matchups—the Baltimore Ravens versus the Houston Texans and the Kansas City Chiefs against the Pittsburgh Steelers. These games not only shattered previous records but also underscored Netflix’s strategic entry into the sports broadcasting arena.
The Ravens and Texans game attracted an average of 24.3 million viewers, while the Chiefs and Steelers matchup garnered approximately 24.1 million. The highlight of the day came during Beyoncé’s halftime performance, which attracted over 27 million viewers, demonstrating the significant draw of high-profile entertainment even within the context of a sports event. Netflix’s Chief Content Officer, Bela Bajaria, expressed gratitude for the successful collaborations, stating, “Bringing our members this record-breaking day… was the best Christmas gift we could have delivered.”
These games were part of a groundbreaking three-year agreement between Netflix and the NFL, ensuring that future Christmas Day games would continue to be available exclusively on the platform. This partnership not only enhances Netflix’s content diversity but also caters to a growing audience that seeks live sports within the comfort of streaming services.
The NBA’s Strong Christmas Performance
While Netflix and the NFL basked in their Christmas spotlight, the NBA also enjoyed a successful day that saw a resurgence in viewership. This season marked the highest average audience for Christmas Day games in five years, with an overall average of 5.25 million viewers per game. The Los Angeles Lakers’ victory over the Golden State Warriors stood out, achieving 7.76 million viewers on average, peaking at 8.32 million. Such figures indicate a rejuvenation in interest for the NBA, which has experienced fluctuating viewership in recent seasons.
The NBA’s impressive performance extended beyond the Lakers and Warriors matchup. The holiday schedule featured five games, and the New York Knicks’ win against the San Antonio Spurs scored an average of 4.91 million viewers, representing the most-watched Christmas Day opener in 13 years. The overall viewership surge—up 84% compared to the previous year—holds promise for the NBA in its ongoing battle to retain audiences amidst fierce competition for viewership.
Broadcast across multiple Disney platforms including ABC, ESPN, and Disney+, the festive spirit was further amplified by the combination of high-energy sports action and engaging entertainment options offered on Christmas Day.
The Influence of Holiday Sports Broadcasting
The impressive ratings from both the NFL on Netflix and the NBA’s Christmas Day slate highlight the growing importance of holiday sports broadcasting in the U.S. As audiences increasingly gravitate towards streaming services and away from traditional television, exclusive partnerships such as Netflix’s with the NFL and the adaptability shown by the NBA could redefine how sports content is consumed during major holidays.
The successful Christmas Day broadcasts serve as a testament to the evolving landscape of sports entertainment. Both leagues celebrated significant viewership milestones that reflect broader trends in media consumption, where the lines between streaming and traditional viewing continue to blur, offering exciting prospects for future seasonal matchups.