Live sports have emerged as a powerful catalyst for Netflix, driving significant increases in daily signups. According to data from media-subscription research firm Antenna, major live events like the Jake Paul vs. Mike Tyson boxing match and NFL games on Christmas Day have contributed substantially to the streaming giant's subscriber base. The boxing event alone attracted 1.4 million new US subscribers, while the NFL games drew in 700 million viewers. These figures highlight the effectiveness of Netflix's live sports strategy.

The success of live sports on Netflix extends beyond just attracting new users. The company has also implemented password-sharing restrictions, which have further boosted signups by limiting the number of people who can use a single account. This multi-faceted approach has positioned Netflix to secure more live sports rights, including deals with WWE and exclusive US rights to the FIFA Women’s World Cup in 2027 and 2031. Bela Bajaria, Netflix’s content chief, has expressed interest in acquiring additional NFL rights, signaling the company's commitment to expanding its live event offerings.

While the initial surge in signups is promising, retaining these new subscribers remains a critical challenge for Netflix. Antenna's analysis reveals that 79% of US subscribers who signed up for the Paul vs. Tyson fight remained active one month later, slightly below Netflix's overall retention benchmark of 86%. However, this rate surpasses the loyalty benchmarks of other premium streaming services. Moreover, Netflix demonstrated strong performance in other areas, capturing 15% of gross additions in the streaming category and boasting the highest retention rate for a standalone service at 74% over three months.

The integration of live sports into Netflix's content lineup underscores the company's ability to innovate and adapt in a competitive market. By leveraging high-profile sporting events, Netflix not only attracts new subscribers but also strengthens its position as a leading entertainment platform. The positive impact on user acquisition and retention highlights the potential for live sports to drive sustained growth and engagement, setting a new standard for the streaming industry.