This year, Christmas Day wasn’t just about family dinners—it became a streaming milestone. Netflix hosted its first-ever NFL games, and the star-studded event redefined how we consume live sports. The cherry on top?

Beyoncé’s electric halftime show drew 27 million viewers, setting a new standard for blending sports with entertainment. The NFL-Netflix partnership wasn’t a small gamble. Roger Goodell’s $150 million investment aimed to expand the league’s reach through streaming giants. The result? A record-breaking 65 million total viewers across two games (according to Nielsen), making the Chiefs–Steelers and Ravens–Texans games the most-streamed NFL events in U.S. history.

Netflix celebrated the win, with Chief Content Officer Bela Bajaria calling it the “best Christmas gift” they could deliver. But the real star of the day was Beyoncé. Her halftime performance during the Ravens-Texans created an unforgettable moment, proving the NFL’s ability to mix cultural icons with competitive sports. Hans Schroeder, NFL EVP of Media Distribution, said, “We’re thrilled with our first Christmas Gameday on Netflix with NFL games being streamed to a global audience.” Yet, the numbers show that traditional broadcasts still hold their ground.

Last year’s Christmas Day NFL games on CBS and FOX averaged nearly 30 million viewers each, compared to Netflix’s 24.2 million. With such figures, traditional networks may start feeling the heat. And Netflix’s historic debut success suggests that live sports might be shifting toward digital dominance. And this move isn’t just about convenience; it’s about global reach.

Netflix’s worldwide streaming allowed the NFL to reach viewers from over 190 countries. From hosting games in Brazil to streaming on Netflix, the NFL stands to gain more than just U.S. audiences. International viewership is already making waves, setting up the partnership as a future blueprint for sports leagues worldwide.

Beyoncé and Goodell: A $150 million masterstroke

The Beyoncé Bowl wasn’t just entertainment—it was strategy. Pairing a music icon with high-stakes NFL action broadened the event’s appeal, bringing in younger and more diverse demographics. The start of the NFL season has already broken viewership records. In Week 1 alone, the league averaged 21 million viewers per game. Marking it as the most-watched opening week ever. Guess how many people tuned in to watch at least some parts of one game?

A total of 123 million viewers, a record since 2019. That’s preposterous! On top of that, NBC’s broadcast of the Chiefs’ 27-20 victory over the Ravens drew 29.2 million viewers, making it the network’s second-largest regular-season game since it acquired the SNF package in 2006. Moreover, the Cowboys–49ers game in Week 8 broke the record for the most-watched Week 8 game on NBC’s SNF. It reached 23.9 million viewers, a whopping 43% jump from the previous year. Now Roger Goodell’s gamble on Netflix seems to be paying off handsomely.

The $150 million investment didn’t just deliver eyeballs—it set benchmarks. Early international data suggests that Netflix’s NFL broadcasts may soon rival traditional networks in viewership. Jacob Feldman on X wrote, “Ravens-Texans, was the most-watched Christmas Day game on record among A18-34 with 5.1 million U.S. viewers (based on Nielsen records dating back to 2001).” However, this shift isn’t isolated.

Sports broadcasting is rapidly leaning into digital platforms. Amazon Prime’s TNF averages 13.34 million viewers, while Peacock’s Wild Card playoff hit 23 million. Roger Goodell’s bet on Netflix, however, might be the most forward-looking move yet. With Beyoncé drawing more viewers than some Thanksgiving games, the NFL-Netflix collaboration highlights how entertainment and sports can create a powerhouse mix.

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For Netflix, this is just the beginning. Already locking deals with WWE and FIFA Women’s World Cup, the streaming giant aims to dominate live sports. Meanwhile, the NFL sees partnerships like this as vital to staying ahead in a rapidly changing media landscape. As the dust settles, one thing is clear: this Christmas game day wasn’t just a win for the NFL. It was a touchdown for OTT streaming’s future.