Key insights
- Netflix's four-year deal with the NFL, including key holiday games and an international opener, aims to attract advertisers and retain subscribers. Expansion of the ad-supported tier to 15 new countries and personalized ad testing could boost revenue. Increased NFL games on traditional networks like Fox and NBC may alleviate concerns about streaming exclusivity, potentially benefiting media stocks.
Investing.com -- Netflix has secured a four-year agreement with the National Football League that will include an opening-week international game, a Thanksgiving Eve game, and an end-of-season game, according to a Wall Street Journal report. The streaming service also extended its existing arrangement for at least one Christmas Day game, expanding beyond its previous Christmas-only NFL coverage.
The NFL separately licensed two additional games to Fox and one to NBC for next season. CBS received rights to move a Sunday afternoon game into a stand-alone Saturday night prime-time slot.
Netflix has been adding more live sports content to attract major advertisers and retain subscribers. The NFL values Netflix’s younger audience and international reach. Netflix will also carry the "NFL Honors," an awards show that airs before the Super Bowl.
The additional games for Fox and NBC follow criticism from lawmakers, rights holders, and President Trump regarding the league’s shift of games to streaming platforms.
Netflix is also expanding its ad-supported tier to 15 new countries, including Austria, Belgium, Colombia, Denmark, Indonesia, Ireland, the Netherlands, New Zealand, Norway, Peru, the Philippines, Poland, Sweden, Switzerland, and Thailand. The service is testing a new personalization tool that adjusts advertisements based on viewing behaviors.
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