YouTube’s first-ever exclusive global broadcast of an NFL game has set a new record for the platform, attracting over 17.3 million viewers across more than 230 countries and territories.
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The game, held last Friday in São Paulo between the Kansas City Chiefs and the Los Angeles Chargers, reached an average minute audience (AMA) of 16.2 million in the U.S. (per Nielsen) and 1.1 million internationally (per YouTube). The company says it was the most concurrent viewers for a livestream in YouTube’s history.
The broadcast is part of YouTube’s expanded partnership with the NFL, announced at its Upfronts earlier this year, as the platform looks to boost ad revenue through live sports.
But when stacked against competitors, the numbers show room for growth. Netflix’s 2024 Christmas doubleheader drew 24 million AMA, highlighting the scale of the challenge ahead for YouTube in sports streaming.
To differentiate itself, YouTube leaned heavily into its creator ecosystem. The broadcast featured MrBeast, Deestroying, Haley Kalil, Marques Brownlee, and others, while KAROL G headlined the halftime show. Audience reaction, however, was mixed, some fans embraced the creator-led experience, while others dismissed the commentary as “cringe.”
Still, YouTube is betting that blending live sports with creator culture will resonate with younger, digital-first audiences, and more importantly, with advertisers.