NFL Viewership Soars, But Peacock Streaming Raises Questions

NFL game broadcasts are making significant viewership gains compared to last season, with teams like the Kansas City Chiefs and Dallas Cowboys continuing to draw major national attention. However, there is an interesting twist this year: the impact of the NFL's first-ever streaming-exclusive game on Peacock.

Viewership Gains So Far

Heading into Week 3, NFL viewership is on the rise. Through the first two weeks of the regular season, the average audience for all NFL games has reached 18.7 million viewers, an 8% increase over the same period in 2023. However, the story behind these numbers becomes more nuanced when the Peacock stream is factored in.

This season saw the league debut a game in Brazil, with the Philadelphia Eagles taking on the Green Bay Packers. The Friday night matchup was streamed exclusively on Peacock and attracted 14.2 million viewers, a solid number but one that doesn't have a direct comparison from previous years. The NFL has chosen to exclude this game from its primary viewership reports, resulting in an adjusted average of 19.7 million viewers for traditional broadcasts—a 12% increase compared to last year and the second-highest figure on record through the first two weeks.

So, depending on the lens, NFL viewership is either up by 8% or 12%. As the season progresses, the impact of the Peacock exclusive will diminish, giving a clearer picture of the league’s overall ratings performance.

Chiefs Continue to Dominate Ratings

The Kansas City Chiefs, led by quarterback Patrick Mahomes, have once again proven to be a ratings powerhouse. Their season opener, a 27–20 victory over the Baltimore Ravens, pulled in 28.9 million viewers on NBC, setting a new NFL kickoff game record. The trend continued in Week 2, where the Chiefs’ dramatic 26–25 victory over the Cincinnati Bengals drew 27.9 million viewers on CBS—making it the most-watched September NFL game on the network since 1998.

International Appeal: NFL Growth Abroad

While the NFL has long been an American staple, the league is seeing impressive viewership gains in international markets, as its global presence continues to expand. In addition to the Brazil debut, the league's International Series in Europe has become a major success. The NFL regularly schedules games in London, and the fanbase across Europe, particularly in the United Kingdom and Germany, has been growing.

For instance, last season's game in Munich between the Tampa Bay Buccaneers and Seattle Seahawks drew over 5 million viewers on average across Europe, including over 2.7 million in Germany alone—a record for an NFL broadcast in the country. This year’s upcoming Germany game is expected to build on that momentum, especially with the rise of German talent like Jakob Johnson, further connecting local fans to the league.

In the UK, the NFL has cemented itself as one of the most-watched American sports leagues. The London games, held at Tottenham Hotspur Stadium and Wembley, consistently bring in high viewership figures on Sky Sports, especially with British fans eager to witness teams like the Jacksonville Jaguars, who have played numerous games there over the years.

Streaming Boosts Viewership in Latin America and Asia

The NFL's partnership with various streaming services, such as Star+ in Latin America and DAZN in Japan, is helping bring the game to even more audiences. In Mexico, the NFL has become the second most popular sport behind soccer. Last year’s Monday Night Football game between the San Francisco 49ers and the Arizona Cardinals in Mexico City was watched by millions across Latin America. Similarly, viewership in Japan continues to grow, particularly as the NFL pushes more digital content that is tailored to local preferences.

Rodgers, Cowboys in the Spotlight

The Dallas Cowboys remain a marquee draw, despite their mixed start to the season. Their Week 3 matchup against the reigning MVP, Lamar Jackson, and the 0–2 Baltimore Ravens, is expected to be another ratings winner for Fox. This will mark the Cowboys’ third consecutive week in the national spotlight, adding intrigue as they look to bounce back from a tough loss.

Meanwhile, Aaron Rodgers and the New York Jets are set for their second prime-time game in three weeks as they host the New England Patriots on Thursday Night Football. ESPN averaged 20.4 million viewers for Rodgers’ first national appearance this season in Week 1—a 32–19 loss to the San Francisco 49ers—highlighting the star quarterback’s enduring appeal.

Swift Rumors Add Buzz

NBC will again feature the Chiefs in Week 3 as they take on the Atlanta Falcons on Sunday Night Football. The game could generate even more attention due to speculation that Taylor Swift may attend, adding a cultural buzz to the on-field action.

Conclusion

As the 2024 NFL season unfolds, viewership numbers are surging, not just in the United States but also across international markets. Fans in Europe, Latin America, and Asia are tuning in at record levels, demonstrating the NFL's growing global appeal. Whether the streaming exclusives like Peacock will have a lasting impact on viewership trends remains to be seen, but for now, the NFL continues to dominate both domestic and international TV ratings.