The Christmas Day broadcast of the Vikings-Lions game on Netflix is now the most-streamed NFL match in U.S. history, pulling in an average of 27.5 million viewers according to Nielsen data. The holiday success wasn't exclusive to Netflix, as Amazon Prime Video also set a new platform viewership record.
A holiday sweep: The viewership milestone was part of a dominant day for NFL streaming. While Netflix's main game peaked at over 30 million viewers, Amazon's broadcast of the Broncos-Chiefs game pulled in 21.1 million viewers, a new high for its Thursday Night Football franchise. A third game on Netflix between the Cowboys and Commanders rounded out the day with nearly 20 million viewers.
More than a game: The broadcast's success wasn't limited to the action on the field. Snoop Dogg's halftime show became an event in itself, drawing an audience of 29 million—more than the game's average viewership. By bundling the games with the release of the final season of "Stranger Things," Netflix turned the holiday broadcast into a full-blown cultural event, delivering its biggest Christmas Day audience to date.
Owning the field: This marks the second year of a three-year deal between Netflix and the NFL. With the latest numbers, Netflix now claims the top three spots for the most-streamed NFL games in U.S. history. While the streaming numbers set a new benchmark, they still trail the biggest games on traditional broadcast TV from Christmas 2023, which saw audiences over 29 million.
The massive viewership numbers clearly validate the NFL's strategy to make streaming a cornerstone of its holiday dominance, proving the league can command huge audiences even outside of traditional broadcast television. The success raises questions about the future of the NFL's Christmas Day games, as the league's current deal with Netflix has one year remaining.
