Netflix, NFL and Beyoncé vs. the NBA: Who Won Xmas?

The viewership data and dollars behind this year's sports Christmas Day battle.

Dec 27, 2024

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Christmas Day 2024 was a showdown of mega-events in the sports and entertainment world. With Netflix streaming NFL games, Beyoncé electrifying halftime, and the NBA’s holiday lineup delivering its best numbers in years, the battle for viewership was as fierce as a fourth-quarter comeback. Let’s dive into the viewership data, financial stakes, and what this all means for the future of traditional and non-traditional sports broadcasting.

History made. 📖

Netflix made history by streaming two NFL games on Christmas Day, drawing an average of 24 million viewers per game, the most-streamed NFL games in history. The highlight? The Ravens vs. Texans and the Chiefs vs. Steelers. Netflix shelled out $150 million for the rights to broadcast these games as part of a three-year agreement with the NFL, and the gamble seems to have paid off—at least in streaming terms.

But here’s the kicker: these numbers, while impressive, fell short of traditional TV’s NFL Christmas broadcasts from 2023, which averaged 28.68 million viewers. It’s the classic dilemma of streaming—huge potential, but not quite yet the reach of legacy networks. Still, Netflix proved it could pull off live sports, and the games attracted younger viewers, hinting at a promising future.

#Beyoncé Bowl 👸🏽 🏈

Beyoncé’s halftime performance during the Ravens-Texans game wasn’t just a concert; it was a cultural moment. Peaking at 27 million viewers, the “Beyoncé Bowl” outshone the games themselves. Her reported $20 million paycheck, part of a three-project, $60 million deal with Netflix, underscored the value of blending sports and entertainment.

Beyond viewership, Beyoncé’s performance dominated social media, trending globally and pulling in younger demographics. For Netflix, this was a win-win: capturing the live sports audience while engaging a wider, entertainment-focused crowd. It’s a reminder that sports broadcasts can’t just be about the game anymore—they need a spectacle.

A Slam Dunk Comeback ⛹️‍♂️

Over on the hardwood, the NBA wasn’t backing down. Its five-game Christmas lineup averaged 5.25 million viewers per game, an 84% increase over 2023 and the league’s best Christmas Day numbers in five years. The Lakers vs. Warriors game was the crown jewel, drawing 7.76 million viewers and peaking at 8.32 million.

While these numbers pale compared to the NFL, the NBA’s strategy of focusing on marquee matchups clearly paid off. In a landscape dominated by football, basketball still carved out a significant share of the holiday audience, proving that there’s room for both leagues to thrive.

The Financials 📈 💰

Let’s talk money, because this is where things get really interesting. Netflix’s $150 million investment in two games is a hefty price tag, but it positioned the platform as a legitimate player in live sports. Add Beyoncé’s $20 million halftime check, and you’ve got an event designed to make waves.

Meanwhile, the NBA’s ad revenue soared, up 6% year-over-year, thanks to its stellar viewership numbers. The league’s Christmas games generated significant buzz without the colossal single-event costs seen in Netflix’s NFL venture.

What Does this Mean for Sports Broadcasting? 📺 🏀 🏈

The success of these events highlights a shifting landscape. Streaming platforms like Netflix are proving they can handle live sports, but they’re still chasing the reach of traditional TV. Meanwhile, the integration of entertainment—from Beyoncé’s show to the NBA’s carefully curated matchups—is becoming essential to capturing diverse audiences.

Moving forward, expect to see more blending of sports and spectacle, with streaming platforms aggressively pursuing live sports rights. Traditional broadcasters won’t go quietly, but the days of exclusive TV dominance are numbered. For fans, it means more options, more innovation, and yes, more Beyoncé.

So, who won? 🏆

In pure numbers, Netflix’s NFL games take the crown, but Beyoncé’s halftime show stole the spotlight. The NBA’s growth cements its place as a holiday staple, proving it can coexist with football’s dominance. Ultimately, the biggest winner might just be us—the fans—because whether you’re streaming, channel-surfing, or scrolling through halftime memes, there’s never been more to enjoy on Christmas Day.

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