Chiefs-Dolphins Wild Card Game Breaks Streaming Record
NBC and the NFL’s Paywalled Wild-Card Game Sets Streaming Record
In a bold move, NBC and the NFL decided to make the first-ever paywalled wild-card game on the Peacock Network. And it seems their gamble has paid off, as they have now set a new streaming record.
The Kansas City Chiefs’ dominant 26-7 victory over the Miami Dolphins on Saturday night was a massive hit, attracting an average of 23 million viewers on Peacock, local NBC broadcasts, and the NFL+ mobile app. This fourth-coldest NFL game ever became the most streamed live event in U.S. history, according to NBC Sports.
NBC’s chairman and CEO, Brian Roberts, expressed his pride in the company’s flawless execution of this groundbreaking streaming experience. He called it a “very proud moment” for the entire company.
NBC celebrates the Peacock game, calling it the “most streamed event ever” with 23 million viewers and thanking Roger Goodell and the NFL.
Mike Tirico calls it “A milestone moment in media and sports history.”
NBC also thanks you for your subscription fee. pic.twitter.com/WGJQMRzVP2
— Awful Announcing (@awfulannouncing) January 15, 2024
NFL Commissioner Roger Goodell expressed his pride in the partnership with Peacock and hailed the success of the first-ever exclusively live streamed NFL playoff game. He emphasized the importance of adapting to changing viewing habits and digital distribution in shaping the future of the sports and entertainment industry.
Last year’s AFC Wild Card game had impressive viewership numbers, but this year’s paywalled game surpassed it. The Hollywood Reporter noted that the previous game averaged 20.61 million viewers, while Peacock currently boasts about 30 million paid subscribers.
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The previous streaming-exclusive record was set during a “Thursday Night Football” game between the Dallas Cowboys and the Seattle Seahawks, which garnered 15.26 million viewers. However, the exclusive Peacock game has now surpassed that record.
Before the game, NFL fans expressed their dissatisfaction on social media, as it was the first time an AFC wild-card game was exclusively offered to Peacock subscribers. However, the league and network stood to make a significant amount of money from this exclusive arrangement.
Fans living in the Kansas City or Miami television markets were able to watch the game on their local NBC affiliate, but those outside these areas had to pay a $5.99 monthly subscription fee to Peacock in order to enjoy the game, as reported by TMZ.
What role did NBC’s streaming platform, Peacock, play in the success of the paywalled game?
Ked the fans and viewers for their support and for making it a historic moment.
The decision to put a wild-card game behind a paywall was met with some skepticism initially, as NFL games are traditionally free to watch on broadcast television. However, NBC and the NFL believed that this innovative approach would attract a larger, more engaged audience.
And attract it did. The game garnered significant attention leading up to the kickoff, with fans and media outlets eagerly discussing the implications of a paywalled NFL game. The curiosity factor, combined with the highly anticipated matchup between two popular teams, undoubtedly contributed to the record-breaking viewership numbers.
NBC’s streaming platform, Peacock, played a crucial role in the success of the paywalled game. The network heavily promoted the game on the platform, enticing viewers with exclusive content and behind-the-scenes access. This strategic marketing approach helped generate buzz and enticed viewers to purchase the pay-per-view access.
This groundbreaking event has opened up new possibilities for the future of sports broadcasting. While the traditional model of broadcasting games on network television still holds its significance, the success of the paywalled wild-card game demonstrates that there is a market for streaming exclusive, premium content. It provides the NFL with an additional revenue stream and offers fans a more personalized and interactive viewing experience.
However, it’s important to consider the potential drawbacks of paywalled games. Accessibility is a key factor, as not all fans may be willing or able to pay for access to a single game. Additionally, the exclusivity of paywalled games may limit the exposure of the sport to new audiences.
Despite these potential challenges, the success of NBC and the NFL’s paywalled wild-card game is undeniable. It has proven that there is a demand for premium sports content and has set a new bar for streaming records. As technology continues to advance and consumer preferences evolve, it will be fascinating to see how the sports broadcasting landscape continues to adapt and innovate.
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