It’s safe to say that the NFL is expanding. See it like a business monopoly. The more collaborations, the more networking it’ll reach to the other parts of the world, gaining key viewership. However, fans find it difficult to embrace the NFL x Netflix deal for the Christmas games. There are many reasons among the naysayers. But it seems the league’s VP does not seem to bother about it as he ‘looks forward’ to stream the “Merry” matches.

On September 5th, NFL VP of Broadcasting Onnie Bose hopped on the Ross Tucker Podcast to give us the inside scoop on why Netflix snagged the Christmas Day Doubleheader. “Christmas is their biggest day of consumption as well.” Talk about catching fans at the right time. Plus, the OTT’s global reach in the market also makes it a prime choice for holiday games.

Picture this: fans across the globe settling in with hot cocoa, and football, all wrapped into one—touchdown! “Obviously, it’s customized to the country you’re in. But it is a unique opportunity where normally those games are on CBS, Fox, and NBC.” Bose noted that these three broadcasters are leaders and have the rights. However, the NFL, with its global partners, wanted to up their game. But they are saying ‘game’s the game’ without really listening to the consumers of the ‘games’: The fans!

The pigskin fanatics do ‘NOT’ want Netflix streaming the Chiefs vs Steelers and Ravens vs Texans games in Week 17. In fact, a survey from Casino.org found that 59% of 3,000 respondents aren’t thrilled about the idea of catching these matchups on Netflix. A big gripe? The cost. Nearly 40% of respondents pointed to the price of a subscription, and 36% said they don’t even have Netflix.

But here’s the kicker: despite the grumbling, 57% of those same fans said they’d still tune in for the Christmas Day games on Netflix. Looks like some are willing to call an audible when it matters most. Sure, CBS and cable are the MVPs for most, but Netflix managed to score as the third most preferred platform. So, while fans might be grumbling, it seems like Netflix isn’t riding the bench just yet.

That’s why the VP of Broadcasting acknowledged that this is just a reality check of things for bigger plans in the future. “Playing on Christmas, playing on a Wednesday. It was a unique opportunity to really test something where I don’t think it’s 100%, but it’s worldwide, kind of that opportunity. I think it’ll be fun to watch and to see what we learn from that and see who engages with that in what countries.” 

Can NFL x Netflix learn from the MLB’s past?

Netflix isn’t just tackling fans’ discontent, it’s also grappling with the business side of things. With the NFL games set to stream on the platform, the streaming giants face challenges similar to what Major League Baseball (MLB) encountered. Some advertisers are already hesitant to pay $400,000 for a 30-second spot, questioning whether Netflix can drive the kind of holiday demand they’re after.

And bundling football ads with other entertainment content? That’s a fumble in this market, according to industry insiders. If anything, they can learn from the MLB’s bumpy ride:

• NBC declined to renew its Sunday game package at a higher price
• This forced them to sign with Roku, who have had their own struggles of standing out in the market in the past.

Even the NFL has hit snags. ESPN offloaded two College Football Playoff games to Warner Bros. Discovery to better monetize the rights. And remember when “Thursday Night Football” slowed Super Bowl ad sales? Advertisers shifted to cheaper Thursday night slots instead.

The big question remains: Can Netflix avoid the same pitfalls and turn its NFL streaming experiment into a win? As the landscape shifts, it’s clear that oversaturation could fumble for even the biggest players in sports broadcasting. How Netflix handles this will set the tone for the future of live sports streaming.