Netflix is integrating live sports into its content portfolio, but it does not intend to replicate the large-scale event procurement model of traditional television. The company prefers to select a smaller number of matches and on-site events that can attract concentrated viewership in order to expand the platform's influence.

Place more emphasis on event-based competitions.

Netflix Content Director Bella Bajaria stated in an interview with CNBC that when evaluating live streaming projects, the key criteria for the platform are whether they possess "must-see" features, and whether they can bring about fixed viewing times, social discussions, and stronger topic dissemination.

She gave an example, stating that Netflix first broadcast the NFL match on Christmas Day, which also featured a halftime performance by Beyoncé. For the platform, combining festive occasions with entertainment elements makes it easier to turn a single match into a content event that appeals to the general public.

International NFL competitions becoming a potential trend

Netflix has arranged to broadcast 5 NFL matches for the 2026 to 2027 season, including the Australian regular season matches, the match on Thanksgiving Eve, two Christmas battles, as well as a match in week 18 that will affect playoff berths or rankings.

• This season, NFL has a total of 9 international matches.
• 10 international matches have been scheduled for next season.
• Currently, there are no separate international competition copyright packages available.

Bajaria stated that if NFL introduces an international competition rights package in future renegotiations of media rights, Netflix would consider participating. She also confirmed that the company remains interested in the rights for the men's World Cups in 2030 and 2034 and will continue to communicate with FIFA.

Test integrating content from other platforms

In addition to directly purchasing copyrights, Netflix is also evaluating the possibility of integrating live content from other media platforms into its own services. Bajaria stated that the collaboration with the French TF1 is a test to observe the effects of embedding external live content onto their platform.

She also mentioned that Netflix and NBCUniversal have had multiple collaborations, including film licensing and sports production cooperation. Such existing relationships may provide a foundation for deeper distribution collaborations in the future.

The core business remains film and television content.

Regarding the competition brought about by YouTube and short-video platforms, Bajaria stated that Netflix will not adjust its core direction as a result. She believes that young viewers do not only consume short content; as long as the works are attractive enough, dramas and films can still continue to attract viewers.

Under this approach, live sports broadcasting and on-site events are more of a supplement to the existing content system rather than a replacement for it. Whether Netflix will increase its investment in sports rights in the future will still depend on whether the events can be packaged into content that has global appeal.