Netflix has never been one to play by the rules. From disrupting Hollywood’s blockbuster release strategy to pioneering binge-watching as a cultural phenomenon, the streaming juggernaut has carved its empire by rewriting the script. Now, with the entertainment industry in the midst of another evolution, Netflix is setting its sights on the most dominant force in American television—NFL football—and plans to “eventize” the game like never before.
What began as a toe-dip into the vast ocean of live sports could soon turn into a full-blown cannonball. Netflix’s announcement that it will exclusively stream two NFL games on Christmas Day in 2025 has opened the floodgates for speculation. Could this be the beginning of a long-term partnership between the world’s most popular streaming platform and the country’s most powerful sports league? All signs point to yes. And if Netflix has its way, the way fans experience football may never be the same again.
This isn’t Netflix’s first foray into sports, but it is undoubtedly its boldest. While Amazon Prime Video has secured the rights to Thursday Night Football and Peacock has delivered playoff games, Netflix has chosen a different path—one based not on quantity, but spectacle. The company doesn’t just want to show football; it wants to make it an experience.
Behind the scenes, Netflix is leveraging its storytelling prowess, data analytics, and cultural cachet to turn each broadcast into something that feels like a Super Bowl-level event. “We’re not trying to be ESPN,” one Netflix executive said on condition of anonymity. “We’re trying to redefine what sports can be when you add world-class entertainment around it. Think of it like this: the game is the main course, but we’re serving it with a gourmet five-course meal around it.”
The emphasis on “eventizing” football isn’t just a buzzword—it’s a strategic decision based on the evolving nature of content consumption. In the age of fragmented audiences, where viewers are pulled in a thousand different directions, appointment viewing has become a rare commodity. Live NFL games are one of the last bastions of communal, real-time television experiences, drawing in tens of millions of viewers week after week. For Netflix, which has built its model on on-demand content, live football represents a golden ticket into that irreplaceable arena.
Netflix co-CEO Ted Sarandos confirmed that the platform is exploring additional ways to integrate NFL programming into its broader ecosystem. “We’re interested in the moments that bring people together in real time. The NFL is the best in the business at doing that,” Sarandos said in a recent interview. “But we also believe we can bring something new to the table. We’re not just looking to air games—we want to create cultural moments.”
What exactly does that look like? Industry insiders say Netflix has a multi-pronged vision. For starters, viewers can expect more behind-the-scenes docuseries similar to “Quarterback,” the Netflix original that profiled Patrick Mahomes, Kirk Cousins, and Marcus Mariota over the course of a season. That series was a surprise hit and demonstrated the massive appetite fans have for intimate access to the league’s biggest stars. Building on that success, sources say Netflix is developing similar series centered on coaches, general managers, and even rookie draft picks, blending sports and drama in a way only Netflix can.
Then there’s the broadcast innovation. Early reports suggest Netflix plans to experiment with alternate viewing experiences, potentially integrating AI-powered real-time stats, multiple camera angles, interactive features, and celebrity or creator-led commentary streams. One leaked proposal even floated the idea of allowing fans to switch between “modes,” such as a traditional broadcast, a player-focused feed, or a pop-culture-laced companion show hosted by comedians or influencers.
For the NFL, the partnership makes strategic sense. While the league has long been a dominant force in traditional media, the writing is on the wall. Younger viewers are consuming less cable and more streaming. By partnering with Netflix, the NFL extends its reach to a global, mobile-first audience that might not watch linear television at all. And let’s not forget: Netflix boasts over 260 million subscribers across more than 190 countries. That’s a massive potential audience—especially as the NFL continues to expand its international footprint.
There’s also the holiday angle. The NFL’s decision to schedule games on Christmas Day is not just about filling a calendar slot—it’s about seizing cultural relevance during a moment of mass viewership. Netflix’s holiday programming has long dominated streaming charts with films like The Christmas Chronicles and Love Hard. By combining the league’s blockbuster matchups with Netflix’s holiday-themed content and promotional muscle, both entities hope to make December 25 a can’t-miss sports and entertainment spectacle.
Already, early buzz around the Christmas Day games is intense. While teams have yet to be officially announced, rumors suggest the matchups will feature high-profile franchises with massive fanbases—think Dallas Cowboys, Kansas City Chiefs, San Francisco 49ers, or Philadelphia Eagles. Expect A-list halftime shows, cinematic pregame features, and possibly even surprise crossovers with other Netflix intellectual properties. One unconfirmed idea reportedly floated in development meetings involves integrating characters from hit Netflix shows into game-day promos, creating a Marvel-style shared universe of sports and entertainment.
Yet despite the ambitious vision, there are real challenges ahead. For one, streaming live sports at scale is no easy feat. Technical hiccups, latency issues, and user interface confusion have plagued previous experiments by other platforms. Netflix, to its credit, has largely avoided these pitfalls, but the stakes are higher when millions are tuning in live to watch a competitive football game. There is no margin for error.
Then there’s the question of broadcast rights. NFL media deals are complex, expensive, and fiercely guarded. For Netflix to expand its football portfolio, it will likely need to negotiate directly with the league for special packages or carve out innovative sublicensing arrangements. That process could be politically sensitive, particularly given the league’s longstanding partnerships with CBS, NBC, FOX, ESPN, and Amazon.
Still, few doubt that Netflix has both the ambition and the resources to pull it off. The company spent over $17 billion on content in 2024 alone and has shown a willingness to make bold, headline-grabbing moves—such as acquiring the rights to stream WWE’s “Monday Night Raw” starting in 2025. The NFL is simply the next mountain to climb.
In many ways, Netflix’s push into football is the culmination of a long-term strategy. For years, the platform has invested in sports-adjacent content, from docuseries like Formula 1: Drive to Survive to The Last Dance (co-produced with ESPN) to the aforementioned Quarterback. These shows haven’t just been popular—they’ve changed the sports media landscape. Viewers now expect more than just scores and highlights. They want context, personality, narrative. They want to feel something.
And that’s where Netflix excels. The company understands story better than anyone. Now it wants to bring that storytelling DNA to the NFL in ways that deepen fan engagement and attract new audiences. Imagine a world where your Sunday game is followed by a 30-minute postgame documentary, or where key plays are turned into viral TikTok recaps narrated by your favorite influencer. That’s not a distant dream—it’s the roadmap.
Of course, the traditionalists will grumble. There will be hand-wringing about football being turned into entertainment spectacle, about the dilution of the game’s sacred rituals. But those voices are likely to be drowned out by the roar of progress—and the ratings that come with it.
Ultimately, Netflix doesn’t want to replace the networks. It wants to augment the experience, to create something new. A new way to watch. A new way to connect. A new way to celebrate the game that so many love.
And if it succeeds, the 2025 Christmas Day games may be remembered not just for the touchdowns and tackles—but as the moment football changed forever.