NFL Had A Very Merry NetfliXmas: Receives Big Numbers, Unwraps Beyoncé Bowl

By Barry Janoff

Photo: NetflixDecember 26, 2024: This past May, the NFL unveiled an alliance to exclusively show games on Netflix on Xmas.

When they got to unwrap the gifts, it was even better than anticipated — including a special visit from Beyoncé, whose performance was worthy of a Super Bowl halftime show.

“Christmas was a record-breaking day for Netflix and the NFL, with an unduplicated audience of nearly 65 million U.S. viewers,” according to the league.

The Baltimore Ravens versus Houston Texans averaged 24.3 million and Kansas City Chiefs versus Pittsburgh Steelers averaged 24.1 million, both the most-streamed NFL games in U.S. history.

Viewership for Ravens-Texans peaked during the “Beyoncé Bowl,”  live in NRG Stadium with more than 27 million viewers.

The NFL said global ratings and additional U.S. insights would be released on Dec. 31, "providing a comprehensive look at Netflix’s NFL Christmas Gameday performance worldwide."

“We’re thrilled with our first Christmas Gameday on Netflix with NFL games being streamed to a global audience,” Hans Schroeder, NFL evp-media distribution, said via the league.

“Fans in all 50 states and over 200 countries around the world watched some of the league’s brightest stars along with a dazzling performance by Beyoncé in a historic day for the NFL.”

The Wall Street Journal reported that Netflix paid $75 million per game this season.

The NBA had its own gift-giving Xmas showing, though the numbers paled in comparison to the NFL.

The NBA said it delivered its most-watched Christmas Day in five years, averaging 5.25 million viewers per game in the U.S. across ABC, ESPN, ESPN2, Disney+ and ESPN+.

Viewership was up 84% vs. last year for the five-game national schedule, as well as a Disney-driven “Dunk the Halls” animated telecast between the San Antonio Spurs and New York Knicks.

The Los Angeles Lakers’ 115-113 victory over the Golden State Warriors, led the day, averaging 7.76 million viewers and peaking with 8.32 million viewers.

“It was the most-watched NBA regular season and Christmas Day game in five years and up 499% vs. the comparable window last year.,” according to the league.

According to LeBron James, “I love the NFL, But Christmas is our day.”

Nonetheless, viewers and social media said the day belonged to NFL games and the Beyonce Bowl.

“#BeyonceBowl rocketed to the No. 1 worldwide trend on X immediately as her performance kicked off — replacing #Christmas itself,” according to the NFL and Netflix.

Following her performance, Netflix occupied ten of the Top 12 trending topics on X (Twitter) in the U.S.

#NFLonNetflix also trended around the world, reaching a peak of No. 2 in Australia, No. 3 in the U.K. and Germany, No. 5 in Brazil and France and No. 6 in the U.S.

The 12-minute show included guests Post Malone, Shaboozey, Reyna Roberts, Tanner Adell, Brittney Spencer, Tiera Kennedy and the nearly 200 members of Texas Southern University’s Ocean of Soul Marching Band.

Blue Ivy Carter, Beyoncé’s eldest daughter, joined in as a featured dancer.

Netflix said members can watch the full halftime performance of Beyoncé Bowl, as a standalone special, when it comes to the service this week. It is now airing on YouTube.

“Bringing our members this record-breaking day of two NFL games was the best Christmas gift we could have delivered,” Bela Bajaria, Netflix chief content officer, said via the company.

Photo: Netflix“We’re thankful for our partnership with the NFL, all of our wonderful on-air talent, and let’s please not forget the electrifying Beyoncé and the brilliant Mariah Carey (who performed prior to the first game).”

This year marked the first of a three-season partnership with Netflix to broadcast NFL games on Christmas Day.

The NBA said it generated more than 500 million video views across its social media platforms on Christmas Day — an all-time record.

The five-game slate also generated the most-viewed Christmas Day ever on NBA League Pass.  NBA Christmas Day games were distributed in 214 countries and territories in 60 languages

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