Netflix claims larger NFL package doesn’t fit streamer’s current strategy

Netflix doesn’t have any plans to add more NFL games despite the success of its Christmas Day doubleheader last year. During the Bloomberg Screentime conference last week, Netflix co-CEO Greg Peters said getting a bigger NFL package “doesn’t really fit with our strategy as we understand it right now.”

“We think about what we’re doing as an events strategy, and turns out … sports are big events … and so we can plug those into that strategy, but we also want to make sure that we’re being really, really disciplined about … are we buying, are we investing in ways that are profitable for the business and some of the big league sports things?” Peters said, per Front Office Sports. “We don’t actually have a way to figure out that math.”

Netflix had more than 24 million viewers for each of its Christmas Day NFL games. It’s possible the streaming service will have similar numbers this year, as its two games are the Dallas Cowboys vs. Washington Commanders and the Detroit Lions vs. Minnesota Vikings.

What does the future hold for NFL games on Netflix?

If there are going to be changes to Netflix’s NFL package, it likely won’t come until after the 2029 season. The NFL is locked into its media rights deal through the 2023 season, but can opt out after 2029. With the growth of the international games, the NFL could have a separate international rights package, and a streaming service could grab that.

In September, NFL commissioner Roger Goodell talked about possibly renegotiating the media rights deals ass early as next year. “I think our partners would want to sit down and talk to us at any time,” Goodell told CNBC, per The Athletic. “I like that opportunity. Obviously, it’s not going to happen this year. But it could happen as early as next year.”

The current deal was signed in 2021 and covers 11 years. NFL games can currently be seen weekly on NBC, Fox, CBS, Amazon (Prime Video), and ESPN. The Netflix Christmas Day games are part of a special deal with the NFL.

This year’s Netflix Christmas Day NFL games will kick off at 1 p.m. ET with the Cowboys and Commanders. The Lions-Vikings game will start at 4:30 p.m. ET.