NFL Digital Broadcast Rights Likely to Create Winners and Losers

Live sports have been an Achilles Heel for streaming services. At the start of the streaming service boom, the lack of live sports access was a factor in some viewers’ decision to retain their traditional TV packages. In recent years, the ability to view live sporting events has become a premium feature in many of the top streaming services.

In 2023, Amazon, Paramount, CBS, ESPN/ABC, Fox and NBC became the sole media networks able to distribute game coverage on digital platforms. According to new data from The Harris Poll on behalf of Front Office Sports, these exclusive rights will likely have a sizeable impact on NFL fans’ streaming habits, the platforms that bought the rights, and the streaming companies left out of the live sports market.

NFL games being available on streaming services is popular among many NFL fans, and surprisingly, among middle-aged viewers.

Three in five (61%) NFL fans view NFL regular season games airing on streaming services as a positive. Similar numbers view NFL playoff games (60%) and The Super Bowl (61%) airing on streaming services as a positive.

U.S. adults aged 35-54 are the age demographic that report the most frequently that they view NFL games being available on streaming services as a positive.

• Regular season games: 54% of those aged 35-54 view positively (compared to 46% of ages 18-34 and 36% of those aged 55+).
• Playoff games: 54% of those aged 35-54 view positively (compared to 46% of ages 18-34 and 36% of those aged 55+).
• Super Bowl: 57% of those aged 35-54 view positively (compared to 52% of ages 18-34 and 39% of those aged 55+).

Most NFL fans are likely to make decisions about their streaming subscriptions based on where football games can be accessed digitally. Streaming services that have the rights to broadcast any NFL game, regardless of time in season, are set up for sustainable growth. 

Three in five (57%) NFL fans would be likely to pay for a subscription to a streaming service to watch an NFL regular season game. A similar number (61%) would be likely to pay for a subscription to a streaming service to watch an NFL playoff game.

Two thirds (64%) of NFL fans would be likely to pay for a subscription to a streaming service to watch The Super Bowl.

Creating a single-game subscription model likely wouldn’t be worth the effort or the potential damages to network relationships for the NFL. While similar numbers of fans would pay for a single game as would sign up to a streaming service to view coverage, most would not pay more than $9 to view a regular season game or $20 to watch a post-season game.

Half (52%) of NFL fans would be likely to pay a one-time fee (i.e., pay-per-view) to watch an NFL regular season game. That said, less than half (48%) of NFL fans likely to pay a one-time fee to watch an NFL regular season game would pay $10+ to watch.

Three in five (57%) NFL fans would be likely to pay a one-time fee (i.e., pay-per-view) to watch an NFL playoff game. Half (53%) of NFL fans likely to pay a one-time fee to watch an NFL playoff game would pay $10+ to watch, with 17% willing to pay $20+.

Two thirds (64%) of NFL fans and half (49%) of U.S. adults would be likely to pay a one-time fee (i.e., pay-per-view) to watch The Super Bowl. Two thirds (66%) of NFL fans likely to pay a one-time fee to watch The Super Bowl would pay $10+ to watch, with 26% willing to pay $20+.

These surveys were conducted online in the United States by The Harris Poll from Janurary 5, 2024 to January 7, 2024 among 2,174 U.S. adults ages 18+. Figures were weighted where necessary to bring them into line with their actual proportions within the U.S. population. Respondents for this survey were selected from a pool of potential respondents who have agreed to participate in The Harris Poll’s online research.