Netflix would need a real NFL deal if it hopes to strengthen its position in the sports streaming race. The streaming giant made its NFL debut in 2024 with two Christmas Day games. Apart from the exciting matchup between the Kansas City Chiefs and Pittsburgh Steelers, followed by the Baltimore Ravens taking on the Houston Texans, Netflix also featured a highly anticipated, Super Bowl-style halftime performance that garnered massive attention.

Since then, the industry experts have been watching closely to see how the streaming giant moves forward in the competitive NFL streaming market. While Netflix has continued to add more NFL games and related content, industry experts predict that the streamer may need more than occasional matchups to maintain its audience.

Matt Belloni recently joined Bloomberg’s Lucas Shaw on The Town with Matt Belloni to discuss Fox’s media rights deal with the NFL. During the conversation, Belloni mentioned Netflix’s future with the NFL and predicted that the streaming giant will eventually need a real NFL package featuring more regular-season games to maintain audience engagement. As he pointed out, Netflix has plenty of time to consider its options and strategize before the current deal expires in 2030.

"I think that by the time we get to 2030, Netflix is going to realize that it needs a real package of NFL games, not these stunts that they use as acquisition moments for subscribers and that they can sell as one-offs. They will need the regular cadence of that NFL audience to maintain and grow engagement,” he said.

As of now, Netflix has continued to expand its NFL content following its debut in 2024. As Belloni said, under its four-year deal with the NFL, which runs through the 2029–30 season, Netflix has added even more games this year, including a Week 1 matchup, a Thanksgiving Eve game, one Christmas Day game, a Week 18 regular-season finale, and the NFL Honors. These games will allow the streamer to remain part of the football conversation throughout the season, with several of these games expected to draw massive audiences.

Netflix’s two Christmas Day games in 2025 averaged 26.5 million U.S. viewers, as per Nielsen Big Data + Panel, and it will possibly have more viewership in the future. The larger-than-life halftime show also boosted its viewership. However, Netflix still misses out on several regular-season games that could potentially bring in more fans.

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Until Netflix makes a bigger move, it has continued to expand its NFL presence with content that is beyond live games.

Netflix has continued its special run with the documentary series Quarterback, which returned for Season 3. The series gives a closer look at the lives and careers of some of the NFL’s notable quarterbacks. The latest season focuses on the 2025 NFL season and features Jayden Daniels, Baker Mayfield, Cam Ward, and Joe Flacco. 

While the first season followed Patrick Mahomes, Kirk Cousins, and Marcus Mariota, Season 2 turned its focus to Cousins alongside Joe Burrow and Jared Goff. Apart from the docuseries, Netflix has successfully streamed the occasional NFL games, showing its ability to handle more coverage. And if Belloni’s prediction is true, the real test will come by 2030, when Netflix might have to make a decision and work to make it happen. 

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