Netflix Inc (NASDAQ:NFLX, ETR:NFC) made history with its NFL Christmas Gameday, attracting a record-breaking 65 million viewers in the United States, according to preliminary Nielsen data.
The debut streaming event saw an average of more than 24 million people tuning in for each game, cementing the Kansas City Chiefs-Steelers and Baltimore Ravens-Texans matchups as the most streamed NFL games in US history.
The Chiefs’ triumph over the Steelers averaged 24.1 million viewers, while the Ravens’ victory against the Texans drew slightly more, with an average of 24.3 million.
Viewership reached a peak of over 27 million during the halftime performance by Beyoncé.
Netflix’s success surpassed the previous streaming record set by NBCUniversal’s Peacock, which had 23 million viewers for a January playoff game earlier this year. Most of the Christmas Gameday audience streamed via Netflix, with smaller numbers watching on local television stations or the NFL+ streaming service.
This marks a significant milestone for Netflix as the company ventures into live sports. Its partnership with the NFL allowed for streaming two Christmas Day games, expanding its portfolio beyond scripted content and positioning it as a formidable competitor in sports streaming.
The NFL’s deal with Netflix also allows for the possibility of one or two games on the platform during next year’s Christmas holiday, which falls on a Thursday.
Amazon’s Prime Video is also slated to broadcast an NFL game that day as part of its ongoing rights agreement with the league.