27M viewers tune in for Beyoncé’s NFL halftime show on Netflix’s Christmas day debut

Netflix's Christmas Day NFL debut scored 65M viewers, with Beyoncé's halftime show attracting a peak of 27M.

Netflix’s inaugural foray into streaming NFL games on Christmas Day proved to be a massive success, with a combined unduplicated audience of nearly 65 million U.S. viewers tuning in for the two matchups.

According to Live+Same Day Nielsen data, the Baltimore Ravens’ win over the Houston Texans attracted 24.3M average viewers, peaking at over 27M during Beyoncé’s electrifying halftime performance.

The earlier game, featuring the Kansas City Chiefs’ victory against the Pittsburgh Steelers, drew an AMA (average minute audience) of 24.1M. Both games marked a strong debut for Netflix, showcasing numbers nearly on par with traditional network broadcasts for Christmas NFL matchups.

Beyoncé’s performance during the Ravens-Texans halftime show, part of her "A Cowboy Carter Christmas," set a viewership record among the coveted 18-34 demographic, with 5.1M young viewers tuning in. Her show, described as rivaling iconic Super Bowl performances, will be available as a standalone Netflix special later this week.

 

Netflix also featured a kickoff performance by Mariah Carey, solidifying the streamer’s efforts to deliver a high-profile entertainment spectacle alongside the NFL games. The deal marks the start of a three-year partnership, ensuring at least one Christmas Day game on the platform in 2025 and 2026.

Though slightly below last year’s Christmas Day NFL broadcast highs, these figures demonstrate Netflix’s ability to draw a robust audience for live sports. Global viewership data is expected to be released by December 31, potentially highlighting Netflix's international reach.

With its NFL games and marquee performances, Netflix has signaled its ambition to become a major player in live sports, setting a high bar for the years ahead.