The “65 million” number being pushed by the NFL is misleading to Netflix

When the numbers for the two Christmas games on Netflix came out on Thursday, I only reported the numbers that fit the usual TV audience measurement process – average audience per minute.

For Chiefs-Steelers and Ravens-Texans, the numbers were great for streaming, but much lower than last year’s ratings from a trio of Christmas games on the broadcast networks. Indeed, the 2024 Christmas two-game average audience of 24.2 million is nearly 15% lower than the 2023 Christmas three-game three-letter average.

The NFL and Netflix also promoted a non-traditional number intended to create the impression that the audience was larger than it was. And many passed it on without context or examination.

Here’s a quote from a prominent member of the media who might get angry (again) if called by name: “Netflix Christmas Gameday reached 65 million viewersaccording to Nielsen.”

Fox executive Michael Mulvihill provided background on this issue. last year, coverage was 81.4 million.

Aside from the fact that many regurgitated the 65 million number without even stopping to consider that it might not be relevant, the NFL’s press release was misleading. Here’s the first line: “Christmas was a record day for Netflix and the NFL, with an unduplicated audience of nearly 65 million U.S. viewers, according to Nielsen.”

While captive audience Christmas games set a streaming record, the games did not set a reach record.

This isn’t the first time the league and a streaming partner have imposed fraudulent numbers. In 2015, the first streaming game was characterized as having far more viewers than he had.

The moral of the story is that maybe the broadcast networks should start releasing their reach numbers, too. The PR game is simple. Find a way to find a number that’s bigger than any other number, run with it, and hope that enough subordinate members of the press will swallow the hook.