YouTube has made headlines with its groundbreaking exclusive broadcast of an NFL game, drawing in an impressive audience of over 17.3 million viewers from more than 230 countries. This remarkable achievement marks a significant milestone for the platform, showcasing its potential to host large-scale live events.
The game, featuring the Kansas City Chiefs and the Los Angeles Chargers, took place in São Paulo and set a new record for the highest number of concurrent viewers on YouTube. According to Nielsen, the average minute audience (AMA) in the U.S. reached 16.2 million across various platforms, while YouTube reported an additional 1.1 million viewers from international locations.
This exclusive event is part of YouTube’s broader collaboration with the NFL, which was unveiled during the company’s annual Upfront event in May. The partnership aims to enhance advertising revenue and attract a wider audience, with hopes that this record-breaking viewership will appeal to advertisers looking for innovative platforms.
Despite the impressive numbers, YouTube’s viewership figures are slightly lower compared to other streaming services. For instance, Netflix’s Christmas doubleheader in 2024 averaged over 24 million viewers, highlighting the competitive landscape of sports broadcasting.
Nevertheless, YouTube believes its unique creator-driven approach sets it apart from competitors. The broadcast featured a lineup of popular YouTubers, including Deestroying, MrBeast, Haley Kalil, and Marques Brownlee, adding a fresh twist to the traditional sports commentary. Additionally, the halftime show was headlined by the renowned artist Karol G, further enhancing the entertainment value of the event.
Audience reactions to the involvement of these creators were varied. While many fans appreciated the opportunity to see their favorite YouTubers, others expressed mixed feelings about the sports commentary, with some describing it as somewhat awkward. This blend of entertainment and sports is a new frontier for YouTube, and it will be interesting to see how they continue to innovate in this space.