Latest News
Paramount Brings Programmatic Ads to the Octagon
YouTube TV Is Finally Letting You Build Your Own Channel Bundles
Disney Puts an End Date on the Bob Iger Era, as Pay Package Grows to $45.8M
‘Stranger Things’ Shatters Holiday Streaming Records, Again
FCC Puts Late-Night Political Talk on the Clock with New 'Equal Time' Rule
Samsung TV Plus Quietly Becomes a Streaming Giant with 100M Users
Netflix Bets on Vertical Video to Keep You Scrolling
Marketers Bet Big on AI and CTV, But Their Tech Is Lagging: Mediaocean Report
Netflix Pledges to Play by Theatrical Rules
Adobe Funnels Another $10MInto its Film & TV Fund Ahead of Sundance
Paramount Brings Programmatic Ads to the Octagon
YouTube TV Is Finally Letting You Build Your Own Channel Bundles
Disney Puts an End Date on the Bob Iger Era, as Pay Package Grows to $45.8M
‘Stranger Things’ Shatters Holiday Streaming Records, Again
FCC Puts Late-Night Political Talk on the Clock with New 'Equal Time' Rule
Samsung TV Plus Quietly Becomes a Streaming Giant with 100M Users
Netflix Bets on Vertical Video to Keep You Scrolling
Marketers Bet Big on AI and CTV, But Their Tech Is Lagging: Mediaocean Report
Netflix Pledges to Play by Theatrical Rules
Adobe Funnels Another $10MInto its Film & TV Fund Ahead of Sundance
Supply Side

X and the NFL Renew ‘Top 100’ Series for a Second Season

By SOS. News Desk | Jan 08, 2026

X and the NFL are renewing the popular “NFL Top 100” series for a second season as an X Original, cementing the platform’s push into premium sports content after the show's successful debut.

  • A viewership touchdown: The decision was fueled by the show's inaugural performance, which X’s head of original content, Mitchell Smith, said delivered “massive viewership, engagement and viewer retention.” The company reported the series generated 440 million impressions, reinforcing its bet on sports as a key content pillar.

  • The league's digital playbook: For the NFL, the partnership is a core part of its strategy to engage its audience on social platforms. NFL Films executive Ross Ketover called the digital relaunch a "perfect fit" for amplifying player voices in a short-form video format.

The deal gives X a valuable piece of entertainment's most dominant content. With NFL programs making up 48 of the top 50 shows on television, the partnership provides the social platform with a proven, high-demand asset to attract users and advertisers.

Credit: nfl.com

Key Takeaways

  • X and the NFL renew the "NFL Top 100" series for a second season, cementing the platform's push into premium sports content.
  • The decision follows a successful debut season that generated 440 million impressions, indicating strong viewership and engagement.
  • The partnership provides X with a high-demand asset to attract users and advertisers while helping the NFL engage its audience on social media.