YouTube announced on Monday that its first-ever exclusive global broadcast of an NFL game set a platform record, achieving the highest number of concurrent viewers for a live stream in the company’s history. Over 17.3 million viewers from more than 230 countries and territories tuned in to watch the matchup between the Kansas City Chiefs and the Los Angeles Chargers, held in São Paulo.
The reported figure represents the average minute audience (AMA) for the game, which took place last Friday. In the United States alone, the AMA across YouTube and other platforms reached 16.2 million, according to Nielsen data, while YouTube’s internal metrics indicated an additional 1.1 million AMA outside the U.S.
This exclusive broadcast is part of YouTube’s expanded partnership with the NFL, first announced in May during the company’s annual Upfront event. The collaboration is designed to drive additional advertising revenue and expand YouTube’s footprint in live sports streaming. The company is likely counting on this record-setting broadcast to demonstrate the platform’s value to advertisers and to position itself as a major player in live sports streaming.
Despite the milestone, YouTube’s viewership for the game was slightly lower compared with other high-profile NFL streams on competing platforms. For instance, Netflix’s 2024 Christmas doubleheader game drew an average of over 24 million viewers, illustrating that while YouTube made a strong debut, there is still room to grow its live sports audience relative to established streaming competitors.
YouTube believes its creator-driven approach distinguishes its broadcasts from traditional sports streaming. The NFL game featured a lineup of prominent YouTubers, including Deestroying, MrBeast, Haley Kalil, and Marques Brownlee, while the halftime show included a performance by KAROL G. This strategy aimed to blend sports content with influencer-driven entertainment, catering to younger audiences who are accustomed to digital-first content.
Reactions to the broadcast were mixed. Some viewers appreciated seeing popular YouTubers provide commentary and engagement, finding the approach fresh and entertaining, while others criticized parts of the coverage as “cringe” or less polished than traditional sports commentary.
Overall, YouTube’s debut exclusive NFL broadcast represents a significant milestone for the platform, highlighting its ability to attract a global audience for live sports and signaling potential growth in ad revenue and future sports partnerships. By combining traditional sports with digital creator-led experiences, YouTube is exploring new ways to capture both sports fans and the platform’s large, engaged creator community.
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