A new S&P Global Market Intelligence Kagan study underscores football’s dominance in U.S. TV and streaming, identifying it as the most popular sport and forecasting record NFL media rights revenue for the 2025-26 season.
The study estimates that broadcasters and streamers have secured NFL media rights deals worth nearly $110 billion over 11 years, more than doubling previous agreements. This surge reflects the NFL’s robust media presence and financial growth.
The report highlights the NFL’s strategic focus on 2029 media rights opt-outs and international expansion to meet Commissioner Roger Goodell’s goal of $25 billion in annual revenue by 2027.
Streaming platforms are deepening their NFL involvement. Netflix will broadcast two Christmas games annually from 2024 to 2026, valued at $150 million per year, while YouTube will stream its first exclusive game this season and has a multiyear deal for an annual Super Bowl Flag Football game.
Despite a 2.2% drop in domestic viewership in 2024, the NFL’s media presence grew through new rights partnerships and stronger streaming engagement, reinforcing its appeal to U.S. audiences, per the study.