In a move that’s shaking up the media and advertising worlds, Netflix recently announced that it will begin hosting NFL games on its platform. The streaming giant will start with two games on Christmas Day, 2024, and plans to add more games in 2025 and 2026.
This big change has major implications for advertisers and consumers across the board.
Netflix Steps Into Live Sports
This announcement marks a pivotal moment for Netflix, traditionally known for its on-demand content rather than live sports.
According to Netflix, the decision to stream NFL games represents a strategic shift aimed at diversifying its content offerings and tapping into the massive audience that American football commands.
How Netflix Plans to Stream NFL Games
Netflix’s approach will involve integrating NFL game broadcasts into its existing platform, which could lead to a more seamless user experience for its subscribers. This move is expected to attract a broader demographic to the platform, including die-hard sports fans who may not have previously considered Netflix a destination for live sports.
NFL on Netflix: Implications for Advertising
New Advertising Opportunities
For advertisers, having the NFL on Netflix opens up new opportunities. Traditionally, Netflix has been an ad-free platform, relying on subscription revenue. However, with the introduction of live sports, Netflix may reconsider its stance on advertising, potentially offering ad slots during game broadcasts.
This could attract high-value advertisers looking to reach a captive audience.
Enhanced Targeting Capabilities
One of the most significant advantages for advertisers is Netflix’s advanced data analytics capabilities. Unlike traditional TV networks, Netflix can offer highly targeted advertising options based on user behavior and preferences.
What this means: Having NFL on Netflix will offer brands more opportunities to deliver personalized and effective ads to viewers, maximizing their return on investment (ROI).
Bundled Advertising Packages
Brands may also benefit from bundled advertising packages that combine traditional TV spots with digital ads on Netflix’s platform. This integrated approach can enhance brand visibility across multiple channels, driving higher engagement and brand awareness.
NFL on Netflix: Media Purchasing Implications
Shift in Media Buying Strategies
Having NFL games on Netflix is likely to alter media buying strategies. Advertisers who have traditionally focused on TV networks for sports advertising will need to consider digital platforms as well. This shift could lead to more dynamic and flexible media buying practices, leveraging the strengths of both traditional and digital mediums.
Competitive Pricing Models
With Netflix entering the live sports arena, competition among media outlets for advertising dollars is expected to intensify. This could result in more competitive pricing models, benefiting advertisers by offering better rates and more value for their ad spend.
Consumer Behavior
Increased Engagement
Consumer behavior is set to change as NFL fans flock to Netflix to catch their favorite teams play. This increased engagement is the perfect platform for brands to connect with a new, highly-engaged audience.
Advertisers can capitalize on this by creating interactive and immersive ad experiences that resonate with their football fan viewers.
Cross-Platform Consumption
Assuming the popularity of Netflix as an NFL streaming platform takes off, the lines between traditional TV and streaming services will continue to blur.
This trend of cross-platform consumption will require brands to develop cohesive marketing strategies that cater to viewers across different devices and platforms.
Subscriber Growth for Netflix
The addition of NFL games is also likely to drive subscriber growth for Netflix. This influx of new subscribers presents an opportunity for brands to reach a diverse and expanding audience base.
Advertisers can leverage Netflix’s ever-growing user base to increase their reach and influence.
NFL on Netflix…and Peacock?
While this is Netflix’s first go at streaming live sports, it’s not the NFL’s first time partnering with a streaming giant. In 2023, Peacock took the lead on hosting an exclusive NFL game on its platform for the first time. (Exclusive, as in it was only live on Peacock, not any traditional broadcast or TV platforms.)
The game took place on Saturday, December 23 and was responsible for an astounding spike in Peacock subscriptions. It drove an incredible amount of sign-ups from fans who had to register for the platform in order to watch the game.
Meanwhile, Peacock leveraged the exclusivity of the game in its marketing campaigns, emphasizing that it was the only place viewers could watch it. In addition to the successful jump in subscribers, the platform also saw an increase in post-game user engagement as people explored what other shows were available.
The deal, overall, positively impacted the NFL as well, as they were able to attract a younger, tech-savvy audience. They were pleased with the higher-than-expected viewership rates and ability to reach a new target demographic. Clearly, this was their first, but not last experiment with an expansion into digital platforms.
Will the upcoming Netflix games fare as well? And how will sports streaming affect what advertisers we see (or don’t see)?
A New Era for Sports Broadcasting and Advertising
Having the NFL on Netflix is a game-changer with big implications for the advertising and media industries. By adding live sports to its platform, Netflix is set to attract a wider audience and create unique advertising opportunities.
Looking ahead to the 2024 Christmas Day NFL games and beyond, we’re curious if merging live sports with streaming services has the potential to reshape the future of sports broadcasting and advertising.
It seems that marketers who embrace this shift and tap into the potential of platforms like Netflix will be in a great position to succeed on gameday.
