According to Deadline, Netflix made a strong debut with its first-ever NFL broadcast on Christmas Day. The broadcasts drew nearly 65 million U.S. viewers across two matchups, according to Nielsen’s Live+Same Day data.
The Chiefs’ victory over the Steelers kicked off the day with an average of 24.1 million viewers. Later, the Ravens-Texans game, boosted by a halftime performance from Beyoncé (TEXAS HOLD ‘EM), averaged 24.3 million viewers and peaked at over 27 million during the show. It also set a record as the most-watched Christmas Day NFL game among viewers aged 18-34 since 2001, with 5.1 million tuning in.
While slightly below traditional broadcast numbers—last year’s Chiefs-Raiders game reached 29.2 million viewers—the viewership is still impressive. Other Christmas Day 2023 games, including Eagles-Giants and 49ers-Ravens, pulled 29 million and 27.1 million viewers, respectively. This year’s performance from Netflix highlights how the platform has captured a significant audience, making inroads into live sports broadcasting. As streaming has typically lagged behind traditional TV for live events, Netflix’s numbers are competitive and point toward growing acceptance of streaming sports.
This year marked the start of Netflix’s three-year deal to air NFL Christmas Day games, with at least one matchup planned for 2025 and 2026. Netflix’s Christmas Day NFL broadcasts demonstrated the growing appeal of streaming services for live sports, offering fans a unique alternative to traditional television broadcasts and expanding its live event offerings.
Netflix’s global reach could further elevate these numbers, though international data isn’t available yet. The streamer plans to release additional figures on December 31. Nielsen’s data includes out-of-home viewing, CBS local market stats and Netflix/NFL+ mobile streams.
To maximize its audience, Netflix featured high-profile performances from Mariah Carey (All I Want for Christmas Is You) during the kickoff and Beyoncé at halftime—an event many compared to a Super Bowl show. Fans who missed it can stream Beyoncé’s performance as a standalone special later this week.