May. 13 at 8:37 PM
Netflix signed a new four-year agreement with the NFL that will add an international Week 1 game, a Thanksgiving Eve matchup, and a late-season game to its growing live sports lineup, according to the Wall Street Journal. The streaming giant also expanded its existing Christmas Day partnership with the league, significantly increasing its NFL presence beyond its previous holiday-only coverage.
The deal reflects Netflix’s aggressive push into live sports to attract advertisers and improve subscriber engagement, while the NFL benefits from Netflix’s younger global audience and international reach. Netflix will also stream the NFL Honors awards show ahead of the Super Bowl.
At the same time, the company is expanding its ad-supported tier into 15 additional countries, including Colombia, Switzerland, Thailand, and Sweden, while testing new AI-driven ad personalization tools based on user viewing behavior.
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