Comcast’s streaming service Peacock and rival Amazon.com’s Prime Video have secured exclusive rights to stream National Football League (NFL) games for the upcoming 2024 season, the NFL announced on Tuesday. These agreements mark a significant shift in how NFL games are distributed and consumed by viewers.
Peacock will exclusively feature the Week 1 game of the NFL season, kicking off the regular season in style. This highly anticipated matchup will take place in São Paulo, Brazil, on Friday, Sept. 6, marking the NFL’s first-ever regular-season game in South America. The decision to hold a game on a Friday night for the opening weekend is a rare occurrence, with the last such instance happening over 50 years ago.
Meanwhile, Amazon’s Prime Video will exclusively stream an NFL Wild Card game during the playoffs, marking the second time an NFL playoff game will be available solely via a streaming service. This move underscores the growing influence of digital platforms in the sports broadcasting landscape.
The decision to stream NFL games exclusively on digital platforms reflects the evolving media landscape and the increasing popularity of streaming services among viewers. Last season’s AFC Wild Card game, streamed on Peacock, attracted approximately 23 million viewers, making it the most-streamed live event in U.S. history. This success contributed to Comcast’s robust quarterly revenue estimates in January.
The NFL’s media rights are among the most valuable in the sports industry, with reports suggesting that these rights cost as much as $110 billion. Comcast’s Peacock has been actively expanding its sports content offerings, with plans announced in March 2021 to present Sunday Night Football in collaboration with NBC through 2033, spanning 28 seasons.
As digital streaming platforms continue to gain prominence, partnerships between major sports leagues and streaming services are expected to become more commonplace. The NFL’s agreements with Peacock and Prime Video represent a significant step forward in the convergence of sports and digital media, offering fans new and innovative ways to experience the excitement of live football games.
