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The NFL’s investment in streaming is proving to be successful, expanding its fanbase both in the U.S. and globally. Hans Schroeder, the NFL’s executive vice president of media distribution, highlighted at the Game Plan sports business event the exclusive streaming deals with media companies as part of the league’s audience growth strategy. The 11-year, $111 billion media rights deal signed in 2021 included streaming components like “Thursday Night Football” on Amazon Prime Video and other games on various services. The NFL’s shift towards streaming continued with deals for “Sunday Ticket” on Google’s YouTube TV and games on Netflix starting this year.

Schroeder mentioned a meeting with Steve Jobs years ago that influenced the NFL’s focus on live games on mobile phones, leading to the current emphasis on streaming. The exclusive Wild Card game on Peacock earlier this year became the most-streamed live event in history, showcasing the success of the streaming strategy. The recent NFL game in Brazil exclusively on Peacock garnered 14 million viewers, further demonstrating the potential of streaming expansion.

With traditional broadcast partners still dominating the NFL’s media rights deals, the league’s strategy straddles both traditional TV and streaming. However, the league aims to align with consumer trends towards streaming while also growing its global fanbase. The Netflix deal for streaming NFL games globally for the next three years marks a significant step towards reaching a broader audience.

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