Netflix breaks records with NFL doubleheader on Christmas Day

LeBron James needs to make way for the NFL.

Wednesday’s doubleheader on Netflix set records as the most-streamed NFL games in U.S. history, with viewership nearly five times greater than the NBA’s.

The Baltimore Ravens’ 31-2 win over the Houston Texans averaged 24.3 million, while Kansas City’s 29-10 win at Pittsburgh averaged 24.1, according to early Nielsen viewership numbers published on Thursday.

Nielsen also said there were 65 million U.S. viewers who watched at least a minute of either game.

According to the league and Nielsen, the NBA’s five-game slate averaged about 5.25 million viewers per game across ABC, ESPN and its platforms.

“I love the NFL,” James said in his televised postgame interview Wednesday night. “But Christmas is our day.”

While the NBA’s Christmas lineup has its best viewership in five years, the NFL has made Christmas one of its regular-season tentpole events, along with Kickoff Weekend and Thanksgiving.

“The numbers speak for themselves and LeBron can have his own opinion, and I’m sure that will make more people care about it,” said Hans Schroeder, executive vice president of NFL Media. “But you know, we’re focused on the NFL and we’re thrilled with the results this year with Christmas on Netflix and look forward to growing that further over the next few years.”

Both NFL games surpassed the previous mark of 23 million for last season’s AFC Wild Card game between the Miami Dolphins and Chiefs on Peacock.

Ravens-Texans attendance peaked at the Beyoncé Bowl. The 20-minute halftime performance averaged over 27 million viewers.

Viewership numbers include audiences on Netflix, mobile viewers on NFL+ and those who tuned in to CBS stations in Pittsburgh, Kansas City, Baltimore and Houston.

Global ratings and final U.S. numbers are expected to be available on Tuesday.

The NFL’s holiday numbers are down compared to last season, but not to the extent that is typically the case when something moves from broadcast to streaming.

Last year’s three games averaged 28.68 million viewers. The early afternoon contest between the Las Vegas Raiders and Chiefs led CBS with an average of 29.48 million.

Once global and Netflix first-party data is released, both holiday games are expected to surpass 30 million.

The NBA’s roster saw an 84% increase in 2023. One reason for the increase is that all five games were on ABC, compared to two last year.

The Los Angeles Lakers’ 115-113 victory over the Golden State Warriors – a game featuring Olympic teammates LeBron James and Stephen Curry – averaged 7.76 million viewers and peaked at around 8.32 million viewers towards the end of the contest Peak, the league announced.

These numbers represent the most-watched NBA regular-season game in five years.

The NBA said all five Christmas games on its schedule – San Antonio at New York in Victor Wembanyama’s holiday debut, Minnesota at Dallas, Philadelphia at Boston, Denver at Phoenix and Lakers-Warriors – saw an increase in viewership compared to last year.

Wednesday’s numbers pushed the season’s NBA viewership across all ESPN platforms up 4% compared to last season. The league also recorded more than 500 million video views across its social media platforms on Wednesday, a new record.

These are all good signs for the NBA amid rumors that NBA viewership is declining.

“The ratings dropped a bit at the beginning of the season. But cable TV viewership is down double digits so far this year compared to last year,” NBA commissioner Adam Silver said earlier this month. “You know, we’re almost at the tipping point where people are watching more shows on streaming than on traditional TV. And that’s one reason why, with our new television deals we’re signing next year, every game will be available on a streaming service.”

As part of the new package of television deals the NBA is signing next season, the number of televised regular-season games will also be increased from 15 to 75.