NBC’s bold move paid off significantly, setting the stage for more streaming-only playoff games in the future.
Despite initial reservations from fans, the Chiefs’ 26-7 wild-card win against the Dolphins, exclusively streamed on NBC’s Peacock (excluding local markets), achieved the record for the most-streamed live event in U.S. history. The game also drove the internet to its highest U.S. usage ever on a single day, making it the largest internet event to date, according to a press release from NBC parent Comcast.
Based on fast national live and same-day data from Nielsen, with official numbers yet to be released, the matchup between the AFC’s No. 3 and No. 6 seeds garnered 27.6 million total viewers across the entire broadcast. The peak viewership reached 24.6 million viewers in the second quarter during the 9:15-9:30 p.m. ET window.
The average audience of 23 million viewers, including Peacock, local stations in Miami and Kansas City, and NFL+, set a U.S. record for streaming. This figure was a six percent increase from the previous year’s primetime AFC wild-card game between the Chargers and Jaguars.
The playoff game also marked a milestone for Peacock, achieving its largest single day ever in audience usage, engagement, and time spent, as noted by Comcast.
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NFL Commissioner Roger Goodell expressed pride in the partnership with Peacock, stating, “For several years now, we have been consistently expanding the digital distribution of our games, and as these results show, the NFL is not only serving our fans who consume our content in a multitude of ways but helping to shape the future of the entire sports and entertainment industry.”
The success of this streaming venture signals a trend towards more such games in the future. Despite initial fan concerns about paying for a streaming service, the $110 million venture proved fruitful for the NFL and NBC. Notable factors contributing to the success included the presence of Patrick Mahomes and the defending Super Bowl champions, Taylor Swift’s attendance, and the compelling icy conditions.
The Chiefs’ victory now propels them to the divisional round, where they await either a visit to the Bills or hosting the Texans.
