YouTube’s first exclusive NFL broadcast attracts over 17M viewers

YouTube has made history with its first exclusive global broadcast of an NFL game, drawing more than 17.3 million concurrent viewers across 230+ countries and territories. The highly anticipated matchup featured the Kansas City Chiefs vs. the Los Angeles Chargers in São Paulo, marking a major milestone for YouTube’s growing partnership with the NFL.

Record-Breaking Livestream Numbers

According to Nielsen data, the game reached 16.2 million Average Minute Audience (AMA) in the U.S., while YouTube reported an additional 1.1 million AMA outside the U.S.. This achievement makes it the most concurrent viewers ever for a YouTube livestream, underscoring the platform’s ability to host major sports events on a global scale.

YouTube Expands NFL Partnership

This exclusive broadcast followed the expanded NFL-YouTube partnership, announced earlier in May during YouTube’s annual Upfront event. The deal is designed to boost ad revenue by leveraging YouTube’s massive global audience. With this successful debut, YouTube is likely aiming to prove its value to advertisers eager to reach sports fans worldwide.

How It Compares to Other Platforms

Despite the milestone, YouTube’s numbers still trailed Netflix’s 2024 NFL Christmas doubleheader, which averaged over 24 million viewers. However, YouTube emphasized that its creator-driven viewing experience sets it apart from rivals.

Creator-Driven Broadcast Experience

The stream featured popular creators like MrBeast, Deestroying, Haley Kalil, and Marques Brownlee, alongside a halftime performance by Karol G. This unique mix of sports and creator culture highlighted YouTube’s strategy to blend entertainment and fan engagement.

Reactions, however, were mixed. Some viewers enjoyed seeing their favorite creators take part in the broadcast, while others criticized the commentary as “cringe.” Still, the experiment marked a new step in how live sports can merge with influencer-driven entertainment.

The Bigger Picture

For YouTube, this record-breaking livestream signals a major move into the sports broadcasting market, challenging rivals like Netflix, Amazon Prime Video, and Peacock. With the NFL partnership expanding, YouTube is positioning itself not just as a video-sharing platform, but as a serious contender in the future of live sports streaming.