The National Football League’s strategic shift towards streaming has proven to be a successful endeavor in broadening its fanbase both in the United States and globally. Hans Schroeder, the NFL’s executive vice president of media distribution, highlighted the league’s commitment to growing its audience through a series of exclusive streaming deals with various media companies.
The NFL’s venture into streaming was solidified with an 11-year, $111 billion media rights deal in 2021, which saw the exclusive streaming of “Thursday Night Football” on Amazon’s Prime Video. This marked the beginning of a new era for the league, as other media partners were granted the opportunity to stream games on their respective platforms, further expanding the NFL’s reach.
Schroeder mentioned a pivotal meeting with Steve Jobs over a decade ago, where the former Apple CEO’s insights into consumer behavior influenced the NFL to retain live game rights on mobile phones. This forward-thinking approach laid the foundation for the league’s current media rights strategy, which heavily focuses on streaming.
Streaming Success Stories
The exclusive streaming of the NFL Wild Card game on Peacock earlier this year set a new milestone, attracting a record-breaking 27.6 million viewers. This success validated the league’s investment in streaming and signaled a transformative moment in its approach to reaching audiences through digital platforms.
Global Expansion Through Streaming
The NFL’s foray into streaming extended beyond the U.S. borders, exemplified by the first-ever game in Brazil exclusively available on Peacock, drawing an average of 14 million viewers. This expansion reflects the league’s commitment to reaching a global audience and adapting to the evolving media landscape.
Embracing Experimentation
The NFL’s willingness to experiment with streaming platforms, as acknowledged by NBC Sports President Rick Cordella, underscores its dedication to innovation and adapting to consumer preferences. The league’s collaboration with platforms like Peacock and YouTube demonstrates a proactive approach to leveraging digital mediums for audience engagement.
While traditional broadcast partners remain crucial to the NFL’s media rights landscape, the league’s dual presence in both traditional TV and streaming platforms aligns with its goal of expanding its fanbase. The NFL’s strategy acknowledges the shifting consumer behavior towards streaming while optimizing traditional TV viewership.
The groundbreaking deal with Netflix to stream NFL games globally signifies a new chapter in reaching international audiences. Schroeder’s anticipation of the global reach through Netflix underlines the league’s aspirations to establish a significant presence beyond the U.S. market, setting the stage for further growth opportunities.
The National Football League’s strategic emphasis on streaming as a vehicle for expanding its audience has proven to be a resounding success. By embracing digital platforms, experimenting with new partnerships, and catering to global audiences, the NFL’s approach exemplifies a forward-thinking mindset in navigating the evolving media landscape. As the league continues to innovate and adapt to changing consumer behaviors, its position at the forefront of sports media is solidified through its streamlining success.