December 28th 2024.
Netflix had an incredible year, with yet another new live programming spot breaking streaming records. According to NFL.com, the recent Christmas Day doubleheader football games drew in a whopping 65 million viewers. The second game between the Ravens and Texans had an average minute audience of 24.3 million, while the first game between the Chiefs and Steelers had a slightly lower average minute audience of 24.1 million. These numbers make them the most-streamed NFL games in U.S. history.
One of the reasons for the high viewership was the presence of Texas native Beyonce during the second game. Nielsen reports that her appearance brought in an additional 27 million viewers. Netflix's chief content officer, Bela Bajaria, expressed their delight at being able to bring their members this record-breaking day of football. They also thanked the NFL, the on-air talent, and of course, Beyonce and Mariah Carey for making it an electrifying and brilliant event.
Apart from the overall record-breaking numbers, the second game also set a new record as the most-watched Christmas Day game in history among viewers between 18 and 34 years old, with 5.1 million U.S. viewers. The NFL executive vice president of media distribution, Hans Schroeder, shared their excitement at being able to stream the games to a global audience. He also noted that the game was watched by fans in all 50 states and over 200 countries, with Beyonce's performance being a highlight for many.
The game also made a splash on social media, with the hashtag #BeyonceBowl trending worldwide on X (formerly known as Twitter) as soon as she hit the stage. It even replaced the hashtag #Christmas as the top trend. After her performance, Netflix continued to dominate social media, with 10 of the top 12 trending topics in the US on X. The hashtag #NFLonNetflix also gained traction globally, reaching the #2 spot in Australia, #3 in the UK and Germany, #5 in Brazil and France, and #6 in the US.
This game was the first of a three-season partnership between the NFL and Netflix to broadcast games on Christmas Day. Fans were especially excited to see stars like Lamar Jackson and Beyonce in action, as mentioned by Jackson himself prior to the game. It was truly a historic day for the NFL and a great success for Netflix.
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