The streaming landscape is poised for another shift as Netflix reportedly aims to deepen its involvement with the National Football League. Discussions are underway to expand the current partnership, signaling Netflix’s ambition to become a major player in live sports broadcasting – a market undergoing rapid transformation.
Currently, Netflix holds the rights to NFL Christmas Day games, a deal valued at approximately $75 million per game, as reported in December 2025 following the Dallas Cowboys’ victory over the Washington Commanders and the Minnesota Vikings’ upset win against the Detroit Lions. Although, the platform isn’t stopping there, and is now targeting a significant expansion of its NFL offerings.
Strategic Expansion to Key Games
According to sources, Netflix is seeking to increase its broadcast schedule from two to four games. Key targets include the coveted Thanksgiving Day game – a traditionally high-viewership event in the United States – and an international game to kick off the season. This move underscores a clear strategy: to capture a massive audience through premium live sporting events. The NFL, with its consistently high television ratings, represents one of the most sought-after content properties in North America.
The timing is favorable for Netflix. The NFL has several games available for sale following adjustments to its agreements with ESPN and Disney. Up to five games could be redistributed, including a strategically important international contest. The league is adopting a flexible approach, open to selling these rights to multiple platforms to maximize revenue.
A Competitive Battle for Broadcast Rights
This expansion isn’t happening in a vacuum. Netflix will face stiff competition from other digital giants and traditional broadcasters, all vying for a piece of this lucrative content. The NFL’s willingness to explore multiple broadcast partners reflects a broader trend in the sports media landscape, where exclusivity is giving way to wider distribution in the pursuit of revenue.
The Rise of Sports Streaming
This offensive confirms a significant trend: live sports are becoming a central driver for streaming platforms. Having long focused on series and films, Netflix appears ready to invest heavily in diversifying its content and retaining subscribers. The appeal of live sports – its unpredictable nature and communal viewing experience – offers a powerful counterpoint to on-demand entertainment.
For the NFL, opening up to new broadcasters presents an opportunity to expand its audience and optimize the value of its media rights. The league is clearly recognizing the potential of streaming platforms to reach new demographics and generate additional revenue streams. This shift also acknowledges the changing viewing habits of sports fans, with a growing number opting for the convenience and flexibility of streaming services.
This evolution could ultimately redefine how fans consume sports, accelerating the transition towards digital platforms at the expense of traditional television. While broadcast television remains a significant force, the rise of streaming services is undeniably reshaping the media landscape.
The 2025 NFL Christmas Day games on Netflix offered a glimpse into this future. The doubleheader, featuring the Cowboys-Commanders and Lions-Vikings matchups, was produced by CBS Sports, with NFL Media handling pre- and post-game coverage. Dak Prescott of the Cowboys earned MVP honors for his performance, throwing for 307 yards and two touchdowns, including an 86-yard score to KaVontae Turpin – a new Christmas Day record for the longest touchdown in NFL history. In the second game, the Vikings pulled off an upset victory over the Lions, eliminating Detroit from playoff contention.
The NFL’s history with Christmas Day games has been somewhat sporadic. While games were held on Christmas Day in 1971 and occasionally between 1989 and 2019, the league has consistently scheduled at least one game every season since 2020. As of the 2025 season, there have been 35 Christmas Day games in NFL history, all broadcast nationally.
What’s Next?
The coming months will be crucial as Netflix and the NFL continue negotiations. The outcome of these discussions will not only shape the future of NFL broadcasting but also provide a significant indicator of the broader trend towards streaming sports. The league’s next move regarding the distribution of those five available games will be closely watched by media companies worldwide.
Fans can expect further updates on the NFL’s broadcast plans as the league progresses through its scheduling process. Retain an eye on official NFL announcements and reputable sports news sources for the latest developments.
