Netflix expands NFL broadcasting footprint to boost live events

Netflix is expanding its presence in NFL broadcasting, more than doubling its footprint this season. The streaming service is scheduled to broadcast five games, including holiday matchups such as Thanksgiving Eve and a Christmas doubleheader, compared to two games last year.

This expansion is part of a broader strategy to “eventize” sports content and bolster its advertising business. As Netflix's ad-supported tier grows, high-profile live events like the NFL provide significant leverage to attract advertisers. Industry speculation suggests Netflix may pursue larger media rights packages, such as Sunday Night Football, when current NFL broadcast deals are expected to be restructured around 2030.

Currently, NFL broadcasts are distributed across various platforms including CBS, FOX, NBC, ESPN, Amazon Prime, Peacock, and YouTube via NFL Sunday Ticket. Netflix's role is focused on specific special event exclusives.