The National Football League (NFL) has started shifting its broadcast rights away from traditional partners, opting for standalone games that can be aired on multiple networks at different times. This trend began last year when Netflix was awarded two Christmas Day games played on December 25. The move came despite Amazon’s existing partnership with the league.
"We’re not surprised by this development," said an NFL spokesperson. "The league can dictate terms because there is limited supply of broadcasts available."
Opportunities for Standalone Games
This limited supply creates opportunities for standalone games, allowing multiple networks to air different parts of a single event at different times. As more teams join the league through expansion and current deals expire early, there will be even more opportunities for standalone games to be carved out by the NFL.
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YouTube’s Involvement: YouTube has already benefited from this trend, being given the Friday night game in Brazil this year despite not having a broadcast deal with the league. The company will also have exclusive rights to stream all 18 regular-season Sunday Night Football (SNF) doubleheaders in 2024.
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Other Streaming Services: In addition to YouTube and Netflix, other companies such as DAZN and FuboTV have also been awarded standalone games by the NFL in recent years. These deals are typically worth tens of millions of dollars per game and often come with significant marketing commitments from each partner.
Changing Landscape of Sports Broadcasting
The shift towards standalone games is part of a broader effort by sports leagues around the world to create new revenue streams through digital media platforms like streaming services and social media platforms like TikTok.
"The way we consume sports is changing rapidly," said Michael Nathanson, an analyst who covers media companies including Disney’s ESPN unit. "Sports leagues need new ways to reach fans beyond traditional TV broadcasts."
While some analysts believe that streaming services may eventually replace traditional TV broadcasts as a primary source of sports content, others argue that they will coexist alongside traditional TV for years to come.
"Streaming services are not going away anytime soon," said Rich Greenfield, another analyst who covers media companies including Disney’s ESPN unit. "But they do offer new opportunities for sports leagues like football."
As more teams join the league through expansion and current deals expire early, there will likely be even more opportunities for standalone games in future seasons.
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