NBC and the NFL’s decision to stream the first-ever paywalled wild-card game on the Peacock Network was successful, setting a new streaming record with an average of 23 million viewers across various platforms.
The Kansas City Chiefs vs. Miami Dolphins game became the most streamed live event in U.S. history.
NFL Commissioner Roger Goodell expressed pride in the partnership with Peacock and emphasized the importance of digital distribution to adapt to changing viewing habits.
The exclusive streaming of the game on Peacock drew criticism from fans, especially regarding the additional cost for non-local viewers, but the game’s success indicates a shift in how sports content is being distributed.
Brian Roberts, chairman and CEO of NBC parent Comcast, said, “Our entire company worked seamlessly to plan for this game and executed flawlessly to deliver a streaming experience with the NFL on a scale that’s never been done before.”
“It’s a very proud moment,” he continued.
“We couldn’t be prouder of our partnership with Peacock and are thrilled with the results of the first-ever exclusively live streamed NFL playoff game,” said NFL Commissioner Roger Goodell.
“To best serve our fans, we need to ensure games are available to them as their viewing habits change and this includes digital distribution as we continue to help shape the future of the sports and entertainment industry,” he continued.
NFL reporter Ari Meirov posted on X, “Peacock is paying in the range of $110M to exclusively carry a playoff game.”
“The game they are getting is a Chiefs / Patrick Mahomes game. FWIW: My comment section is not happy,” he continued.
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