In a strategic move to enhance holiday entertainment, Amazon Prime Video will air one NFL game on December 25th during the 2025 season. This inclusion aligns with their "Thursday Night Football" deal extending until 2033. Interestingly, this Christmas game is not a special allocation but falls naturally within their Thursday schedule for that year. Meanwhile, Netflix continues its streaming dominance with rights to two Christmas Day games in 2024 and at least one more in subsequent years. The league anticipates announcing the 2025 schedule by mid-May.
Under a multi-year agreement, Netflix secured the broadcast rights for two NFL matches on Christmas Day in 2024, ensuring at least one game in 2025 and 2026. In contrast, Amazon obtained "Black Friday" games from the NFL starting in 2023. During the 2024 holiday, Netflix successfully streamed two games featuring notable teams like the Chiefs, Steelers, Ravens, and Texans. Additionally, the event included a spectacular halftime performance by Beyoncé. Netflix reported an impressive average viewership of 24 million for these games in the U.S., with 65 million sampling parts of the telecasts. Netflix’s co-CEO Ted Sarandos emphasized their focus on special events rather than full-season sports rights.
Amazon's Strategic Move in NFL Broadcasting
Amazon has strategically positioned itself as a key player in the NFL broadcasting landscape. By securing the rights to air one game on December 25th, 2025, under the "Thursday Night Football" deal, Amazon leverages its existing contract structure without requiring additional negotiations. This inclusion reflects the seamless integration of NFL broadcasts into Amazon's weekly lineup, enhancing the viewer experience with minimal disruption to established schedules.
The decision to include the December 25th game stems from the natural alignment of the date with Amazon's existing Thursday schedule. This approach highlights Amazon's efficiency in utilizing its current agreements to maximize content offerings. Although the matchup details remain undisclosed, anticipation builds for the announcement expected in mid-May. Amazon's commitment to providing high-quality sports coverage ensures continued engagement with its audience, reinforcing its role as a leading platform for live sports events. The strategic use of established contracts exemplifies Amazon's ability to adapt and expand its content portfolio effectively.
Netflix's Focus on Special Events in Sports Streaming
Netflix continues to redefine sports streaming by focusing on special events rather than full-season commitments. Their acquisition of rights for two Christmas Day games in 2024 and at least one in 2025 and 2026 demonstrates a targeted strategy aimed at capturing peak viewing audiences. This selective approach allows Netflix to capitalize on significant moments in the sports calendar without the burden of long-term seasonal obligations.
During the 2024 Christmas Day broadcasts, Netflix achieved remarkable success with an average U.S. viewership of 24 million and a total of 65 million sampling portions of the games. The inclusion of a Beyoncé halftime show added a cultural dimension to the event, elevating it beyond traditional sports programming. Netflix's co-CEO Ted Sarandos reaffirmed the company's commitment to special events, emphasizing their value over extensive seasonal rights. This strategy enables Netflix to maintain flexibility while delivering high-impact content that resonates with diverse audiences. By concentrating on unique sporting occasions, Netflix enhances its reputation as an innovative leader in digital media, setting new standards for sports broadcasting in the streaming era.