Netflix is reportedly looking to significantly bolster its American football portfolio. Following its recent Major League Baseball streaming debut, the platform is now in pursuit of an expanded NFL package that includes a high-profile Thanksgiving Eve slot and an International Series opener.
New Windows for the Streamer
The NFL recently tested the waters for a Thanksgiving Eve game, and Netflix appears ready to bite. According to The Wall Street Journal, the streaming giant is targeting that specific window along with the Week 1 international matchup between the 49ers and Rams in Melbourne, Australia.
While the league initially considered selling the Melbourne game as a standalone event, sources indicate it is now being bundled into a larger package of four or five games—a perfect fit for Netflix’s expansion strategy.
Growing the Holiday Tradition
Currently in the final year of its three-year Christmas Day contract, Netflix is pushing to grow its inventory from two games to four. The proposed expanded deal would likely include:
- Two Christmas Day games.
- The inaugural Thanksgiving Eve game.
- One International Series game (Week 1).
Ad Performance and “Make-Goods”
The move for more games comes as Netflix works to satisfy advertisers. Last year’s Christmas slate saw viewership fall 18% short of guarantees, largely due to underwhelming matchups like the Cowboys vs. Commanders.
To make up for the deficit, Netflix has been providing “make-goods” (compensatory ad spots), some of which aired during last week’s MLB Opening Night. Securing more premium NFL windows is seen as a way to stabilize its advertising commitments and prove the platform’s live-sports viability.
The Streaming Shift
With the NFL recently reclaiming inventory from its deal with Disney, several game windows remain “free agents.” While Netflix is making its move, other tech titans like YouTube are expected to remain in the hunt, signaling a continued shift of NFL crown jewels from traditional cable to digital platforms.