Netflix is making another major play in the NFL space, but this time, it's not about live games. According to a report from Ryan Glasspiegel of Front Office Sports, the streaming giant is set to air the NFL Honors ceremony next season as part of an expanded partnership with the league.
This move comes on the heels of reports that Netflix will add three more games to its 2025 lineup, bringing its total NFL exposure to five contests, including the popular Christmas Day doubleheader. Among the new additions are the historic Week 1 game in Australia and a brand-new Thanksgiving Eve matchup in November.
The NFL Honors, traditionally broadcast by the network airing the Super Bowl just days later and simulcast on NFL Network, will reportedly become a Netflix exclusive under the new deal. That means no linear television presence for the awards show next season—a significant shift for the event.
Netflix co-CEO Ted Sarandos recently appeared on Fox Business Network to defend the company's live sports strategy, which focuses on "eventizing" key moments rather than offering full seasons of games. Think the Tom Brady roast in 2024 or the Skyscraper Live spectacle earlier this year. The NFL Honors, with its blend of entertainment and football, fits perfectly into that vision.
But let's be honest: the NFL Honors hasn't exactly been a ratings powerhouse lately. February's ceremony averaged just 3.7 million viewers across NBC and NFL Network, even with the drama of a heated MVP race between Matthew Stafford and Drake Maye. The year before, it hit a record low of 2.3 million viewers on Fox for Josh Allen's MVP win.
Still, Netflix feels like a natural home for the show. It's more of a Hollywood production than a traditional sports broadcast, and it aligns perfectly with the "event" category the streamer is targeting for its live offerings. Expect official word on the deal during Netflix's Upfront presentation for advertisers on Wednesday, where the company is expected to unveil its expanded NFL partnership to the public for the first time.