The NFL released its schedule last week, and several developments immediately stood out. The NFL is not only becoming more committed to streaming, but it is also continuing to expand its scheduling footprint.
At one point, watching professional football was simple. Fans had Sunday afternoon games, Sunday Night Football, Monday Night Football, and Thursday Night Football. Most of those broadcasts were available at no additional cost through basic cable, satellite, or an antenna.
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Fans who wanted to watch out-of-market games had limited options. They either subscribed to DirecTV’s NFL Sunday Ticket package or watched games at a sports bar. The process was straightforward.
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Streaming initially appeared to benefit consumers as cord-cutting became more common. NFL Sunday Ticket eventually moved to YouTube and YouTube TV, giving fans more flexibility and removing the need for an expensive cable or satellite subscription.
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Dec 15, 2024; Houston, Texas, USA; General view of a Netflix microphone held by sideline reporter Steve Wyche before the game between the Houston Texans and the Baltimore Ravens at NRG Stadium. Mandatory Credit: Troy Taormina-Imagn Images
However, the NFL soon recognized an even larger opportunity. The league could now negotiate not only traditional television rights deals, but also exclusive partnerships with streaming platforms willing to pay premium prices for game packages.
Today, Netflix, Amazon Prime Video, and Peacock all hold exclusive rights to select NFL games. The downside for fans is obvious: accessing every game now often requires multiple monthly subscriptions.
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The NFL has pushed back against criticism by arguing that streaming platforms make its product more accessible. To a certain extent, that is true. But it has also made following the league significantly more expensive.
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Has the NFL become out of touch with the average fan? Die-hard football fans will likely continue paying whatever it costs to watch every game.
Oct 22, 2023; Tampa, Florida, USA; YouTuber Jimmy Donaldson also know as MrBeast leads the Tampa Bay Buccaneers on to the field for a game against the Atlanta Falcons at Raymond James Stadium. Mandatory Credit: Nathan Ray Seebeck-Imagn Images
But what about casual viewers — the fans whose interest can fluctuate from season to season? Is fragmenting access across multiple platforms really the best long-term strategy for maintaining broad appeal?
At the same time, the NFL continues expanding its broadcast windows. The league now fills Wednesday and Friday slots while also placing games on nearly every major holiday possible. The sport may not feel oversaturated yet, but the NFL should proceed carefully.
NASCAR once rivaled the NFL in popularity during the early 2000s. However, among several contributing factors, oversaturating its product played a major role in the sport’s long-term decline.
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Right now, the NFL may feel untouchable. But with the Department of Justice monitoring some of the league’s business practices, growing backlash against subscription-exclusive viewing, and continued expansion into nontraditional broadcast windows, the league should reassess its direction.
Dec 25, 2024; Pittsburgh, Pennsylvania, USA; Netflix Christmas GameDay cake seen after the Kansas City Chiefs defeated the Pittsburgh Steelers at Acrisure Stadium. Mandatory Credit: Charles LeClaire-Imagn Images
This does not even include the NFL’s continued push to move more games overseas. In turn, that trend drives up costs for die-hard fans who want to attend as many games as possible.
The NFL has reached unprecedented heights, but stagnation — or even decline — can arrive quickly. Its greatest strength has always been its relationship with fans, and that relationship also represents its greatest risk.