How the NFL’s Shift to Streaming is Reshaping Sports Broadcasting in 2024

The sports television landscape is rapidly evolving, and this NFL season will highlight those changes. Just three years ago, the NFL signed a significant media rights deal that introduced Amazon Prime Video as the exclusive home of Thursday Night Football. This $13 billion, 11-year agreement was seen as a game-changer in sports broadcasting.

However, despite the rise of streaming platforms, the NFL continues to prioritize its strong connection with traditional TV networks. As part of the same media deal, the NFL announced a return to Disney’s ABC network for Monday Night Football, including airing the Super Bowl in 2027 and 2031. The league has maintained its partnerships with major broadcasters like CBS, Fox, and NBC, ensuring broad distribution of its games. Amazon’s Thursday Night Football games are also broadcast for free on local networks.

Hans Schroeder, NFL Media’s executive vice president and COO, emphasized the importance of a combined approach. “Our model is to be on both linear and digital platforms,” Schroeder said. He acknowledged the growth of streaming but stressed that traditional broadcasting remains a priority.

In recent years, the NFL has slowly expanded into streaming, a shift the league refers to as the “next step” in its strategy. Netflix, which previously showed little interest in live sports, signed a three-season deal with the NFL to air Christmas Day games, reportedly paying around $75 million per game. Meanwhile, Peacock will exclusively host a Friday night game during the season’s first weekend, following its success with an exclusive Wild Card playoff game last season.

Additionally, YouTube TV now holds the exclusive rights to NFL Sunday Ticket, which allows fans across the country to watch out-of-market games.

As the balance between traditional TV and streaming continues to evolve, the NFL is positioning itself to remain a dominant force in both spaces, ensuring fans can access games across multiple platforms.