Analysis: As NFL Streaming Viewership Grows, Linear TV Continues to Dominate

VAB Report Provides Look Inside the NFL's 2024 Season Viewership Evolution 

NEW YORK, Feb. 4, 2025 /PRNewswire/ -- How did NFL viewership evolve in 2024? What key factors drove that evolution? And what are the key takeaways for marketers? VAB examines those questions in-depth in its new report, Huddle Up! A Look Inside the NFL's 2024 Season Viewership Evolution.

"The 2024 NFL season experienced a continual shift in how games are offered and consumed, driven by the rising prominence of streaming platforms alongside linear TV. While streaming expanded its viewership, broadcast and cable TV continued as the dominant platforms for primetime games," said Kailyn Hartmann, VP, Advanced Analytics & Intelligence, VAB. "As the NFL media ecosystem continues to evolve, modern measurement solutions must follow suit to ensure accurate representation for all viewership occurring across devices and among diverse audiences, both in and out of the home." 

Among the report's insights:

• Weekly streaming reach increased by double-digits while linear consistently delivered the largest audience—with Amazon's Thursday Night Football averaging 22.9MM viewers compared to 35.9MM for NBC's Sunday Night Football and 35.3MM for ABC's Monday Night Football.
• Divisional matchups significantly increase viewership as fans flock to established rivalries that also tend to be more competitive games.
• Out-of-home viewing gives a sizable boost to NFL ratings—increasing weekly average viewership of primetime games by up to 10%. This boost is amplified during holidays, maximizing brand impact in key time periods.
• One-third of NFL primetime viewership is female, which enables brands to capitalize on this audience through sports-related content and events.
• Opportunities exist to further grow the Hispanic audience through Spanish language networks, where brands can also expand their reach.
• Engagement is high among key audiences on both streaming and TV, allowing marketers to reach consumers across platforms.

Read the report here.

ABOUT VAB
The Video Advertising Bureau (VAB)—whose members include the national TV networks alongside a broader community of influential media companies—plays a dual role in the video advertising industry. VAB is fiercely advocating for the changes that bring about a more innovative and transparent marketplace. VAB also provides the insights and thought leadership that enables marketers to develop business-driving marketing strategies. Visit VAB online and access its continuously growing content library at thevab.com.

[email protected]

View original content to download multimedia:https://www.prnewswire.com/news-releases/analysis-as-nfl-streaming-viewership-grows-linear-tv-continues-to-dominate-302367453.html

SOURCE VAB