• by Wayne Friedman , Staff Writer, November 26, 2024

NFL viewership on live, linear TV networks/platforms and streaming keeps climbing. This includes heavy as well as modest viewing by fans of the popular sport.

But what is the long-term view of things?

Perhaps a clue would be to analyze those more intense NFL consumers.

Data analytics company Antenna says at the start of this NFL season, NFL+ -- the league’s streaming service -- posted a 20.4% increase (versus 2023) to 2.7 million subscribers, nearly 100% higher versus the platform’s 2022 results.

In addition, NFL Sunday Ticket -- now on YouTube TV -- is also seeing better numbers. Subscriptions are up 33% versus a year ago to 1.8 million. 

It is also up 12% compared to December 2023 -- typically the best month for the product.

NFL Sunday Ticket enables subscribers to view out-of-market games, many more than what is provided by their locally based TV stations. 

The NFL continues its consideration of the idea of expansion. For years it has been laying the groundwork for marketplace expansion overseas. But that has always been positioned as a long-term project that will not materialize into big-time revenue-growth anytime soon.

In the U.S., the next step would appear to be adding more games to the season -- increasing to a total of 18 games from the current 17. 

Overall, it is something that would boost TV rights revenues with networks; TV advertising and sponsorship revenues, as well as bigger in-stadium season ticket prices for all teams. It might be possible for this to occur in the 2026 season.

Last year, total revenues for the league totaled $20.2 billion, its best result ever. Media rights were by far its biggest revenue generator. The NFL is in the midst of a 11-year $111 billion deal with ABC/ESPN, Fox, NBC/Peacock, CBS/Paramount+/, Amazon Prime Video and YouTube.

More games for these TV networks and platforms would surely help out financially. 

But there is even another wild card to consider -- the NFL has the right to "opt out" of its current long-time media-rights deal (except for ABC/ESPN) after the 2028-2029 season.

Why would it do that? Perhaps to take on new media and streaming platforms at perhaps a higher price tag 

Some may question why the NFL would not absolutely consider this now, given its dominance.

This all has to do to with the current, uncertain financial state of linear TV networks.

Legacy media owners -- especially Paramount Global (a current rights holder), NBCUniversal (which is undergoing a major structural change) and wannabe media companies like Warner Bros. Discovery -- are in a state of flux and consolidation.

Can the NFL come up with surprise play for another big score?