Netflix Eyes More NFL Games to Boost Viewership and Advertising

Streaming platform looks to expand live sports offerings to justify potential price increases.

Mar. 31, 2026 at 5:25pm

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A minimalist studio still life photograph featuring a football, a remote control, and a streaming device arranged on a clean, monochromatic background, symbolizing the convergence of live sports, streaming technology, and the business of media rights.The pursuit of live sports content, like NFL games, is a strategic move for Netflix to drive subscriber growth and advertising revenue.Dallas Today

Netflix is reportedly looking to add more NFL games to its live sports lineup, which currently includes a three-year deal for Christmas Day games. The move could help boost viewership and advertising revenue for the streaming service, as live sports are a key driver of subscriber growth and a valuable asset for advertisers.

Why it matters

Live sports are a crucial part of Netflix's strategy to keep subscribers on ad-free plans and grow its new ad-supported tier. Adding more NFL games could provide a significant ratings boost and justify potential price increases, while also doubling the company's advertising revenue by 2026 as it looks to diversify its content offerings.

The details

Netflix has already seen strong viewership for its NFL games, with its Christmas Day broadcasts averaging over 27 million U.S. viewers in 2022. The company is now eyeing additional NFL games, including a potential high-profile Thanksgiving Day matchup, as the league looks to split up its media rights in the future. Acquiring more live sports content could help Netflix differentiate itself from competitors and attract both subscribers and advertisers.

  • In the past two years, Netflix has aired two NFL games on Christmas Day.
  • Netflix is eyeing more NFL games for the 2026 season.

The players

Netflix

A major global streaming platform that has been expanding its live sports offerings in recent years, including deals with the NFL, MLB, and other leagues.

NFL

The National Football League, which recently bought back some rights to games previously aired by NFL Network and is looking to split up its media rights in the future.

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What’s next

Netflix will likely continue to negotiate with the NFL for additional game rights as the league's media deals come up for renewal in the future, with the goal of further expanding its live sports offerings.

The takeaway

Netflix's pursuit of more NFL games highlights the growing importance of live sports content for streaming platforms as they look to attract and retain subscribers, as well as generate advertising revenue. The move could help Netflix justify potential price increases and differentiate itself from competitors in the crowded streaming landscape.