This weekend, Super Bowl LX will be streamed live on Peacock, marking the end of the 2025-2026 NFL season. As the American television viewing experience has shifted, the NFL and football have once again emerged as a cornerstone of sports programming on streaming services, just as they were in the linear TV ecosystem.
The NFL is a consistent acquisition driver for services. From the start of the regular season on September 4, 2025, through December 31, Antenna observed the Average Daily Sign-ups for Peacock at 101K, a +87% increase over the off-season Average Daily Sign-ups of 54K.
Special NFL events also drive acquisition. Antenna observed 461K Sign-ups to Netflix in the 3-day window (Dec 24-26) for NFL Christmas Gameday 2025, the biggest acquisition event for Netflix of the year, representing a +133% increase over the service’s average daily sign-ups in 2025. As Antenna previously reported, NFL Christmas Gameday 2024 on Netflix was the second-largest acquisition event for the service that year, behind the Jake Paul vs. Mike Tyson fight. For Netflix’s NFL 2024 Christmas Gameday broadcast, Antenna observed +190% increases over the service’s average daily sign-ups that year.
Beyond Premium SVOD, the NFL has also demonstrated sway with consumers via its own NFL+ and NFL Sunday Ticket services. Combined, Antenna estimates these two services had nearly 6M subscribers by the end of December 2025.
At the close of Q4’25, Antenna estimates NFL Sunday Ticket Subscriptions were +56% YoY compared to Q4’24, and NFL+ Subscriptions were +29% in Q4’25 vs. Q4’24.
While last year’s Super Bowl LIX wasn’t available on subscription streaming services, outside of vMVPDs, Antenna previously estimated that Super Bowl LVII on Paramount+, which aired in February 2024, garnered the largest number of sign-ups of any live sporting event that year. In fact, 3 of the 5 biggest acquisition moments for Premium SVOD were NFL games.
Antenna will monitor the impact of Super Bowl LV on sign-ups and retention, and follow the Peacock viewer journey throughout the Winter Games in Milan.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
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