Netflix’s foray into live sports marks a pivotal moment in the streaming industry, as the platform broadcasts two Christmas Day NFL games and partners with WWE. With its global reach and cash-content budget, Netflix is well-positioned to dominate the live sports landscape.
Netflix‘s Foray into Live Sports: A Game-Changer in the Streaming Industry
A New Era of Competition in the Streaming Market
Streaming giant Netflix has made a significant move into the live sports landscape, marking a pivotal moment for the platform. In 2024, it broadcast two Christmas Day National Football League (NFL) games, alongside a landmark partnership with World Wrestling Entertainment (WWE) and winning the broadcast rights in the United States for the 2027 and 2031 Women’s World Cups.
A Strategic Move to Dominate Live Sports
Netflix’s entry into live sports is not an unexpected U-turn. Other streaming platforms such as Apple TV and Amazon have also ventured into this space, with Amazon broadcasting live soccer matches for over a decade. However, Netflix’s move is significant, given its global reach of 283 million subscribers and a cash-content budget of $17 billion annually.
The NFL Partnership: A Success Story
Netflix’s partnership with the NFL has been a resounding success. The two Christmas Day games drew huge viewership figures, with spectators from 218 countries and territories tuning in, as each game drew 30 million viewers worldwide. This marked Netflix’s most-watched Christmas Day ever in the United States, with over one billion impressions across Netflix and NFL global handles on social media.
The WWE Deal: A Monumental Partnership
In January 2025, Netflix added World Wrestling Entertainment (WWE) to its lineup, a deal reportedly worth $5 billion. Monday Night Raw, the WWE’s popular weekly wrestling show, debuted in January 2025, drawing 4.9 million viewers globally. The partnership has been hailed as “as colossal as WrestleMania” by WWE chief content officer Paul Levesque.
Why Live Sports are a Strategic Move for Netflix
According to Jochen Losch, CEO of JL Sports Investment, Netflix’s entry into live sports is driven by its advertising-supported package, which began offering customers in November 2022. “Now they have moved also to the advertising business. All of a sudden, they need advertisers,” Losch said. Live sports are one of the last things that generate huge audiences and provide eyeballs that can’t be produced from anything else.
A Global Reach Like No Other
With its worldwide reach and cash-content budget, Netflix is an attractive prospect for partnering with live events. The streamer’s entry into live sports has been met with enthusiasm, with both the NFL and WWE expressing their excitement about the partnership. “We are immensely excited about what this partnership has in store,” Alexander Steinforth, general manager of NFL Germany, said.
Conclusion
Netflix’s live sports gamble may prove to be its next blockbuster. With its global reach and cash-content budget, the streamer is well-positioned to dominate the live sports landscape. The partnerships with the NFL and WWE are significant milestones for Netflix, marking a new era in the streaming industry.
