Traditionally confined to major broadcast networks, the Super Bowl is undergoing a significant transformation. While this year's game will still air on Fox, recent trends indicate that streaming platforms are becoming increasingly prominent. Exclusive rights for playoff games have already been granted to Amazon Prime Video and Peacock, and regular-season games are now being streamed exclusively on platforms like Netflix. This shift reflects broader changes in media consumption habits, with streaming services offering advertisers unprecedented insights into consumer behavior.

The Evolution of Broadcast Rights

The landscape of how we watch the Big Game is changing rapidly. Historically, the Super Bowl has been a staple of traditional television, but the emergence of streaming platforms is challenging this norm. For decades, only four networks—ABC, CBS, Fox, and NBC—have held the rights to broadcast the event. However, the integration of streaming services into the NFL’s distribution strategy marks a new era. The upcoming Super Bowl LIX will be available on Fox, but it will also be streamed on Tubi, signaling a shift toward digital platforms.

This transition is not limited to just the Super Bowl. Last month, Amazon Prime Video secured exclusive rights to a playoff game between the Baltimore Ravens and Pittsburgh Steelers, while Peacock aired a crucial match between the Kansas City Chiefs and Miami Dolphins last year. Regular-season games, particularly Thursday night matchups, have been exclusively streamed since 2023. Even Christmas Day featured a doubleheader on Netflix, highlighting the growing importance of streaming services in sports broadcasting. These developments suggest that the NFL is embracing a future where digital platforms play a central role in delivering content to fans.

Impact on Advertisers and Fans

For advertisers, the move to streaming platforms offers a wealth of opportunities. Unlike traditional TV broadcasts, which rely on third-party metrics like Nielsen ratings, streaming services provide direct access to consumer data. Platforms like Amazon can track user behavior in real-time, allowing advertisers to measure the immediate impact of their campaigns. This level of insight enables highly personalized marketing strategies, tailoring ads to specific audiences based on their viewing habits and interactions.

However, this shift also presents risks, particularly for the NFL. Older fans, who may be less familiar with or resistant to streaming technology, could feel alienated by the change. There is also a nostalgic attachment to watching the Super Bowl on traditional TV, as generations of viewers have grown accustomed to this format. Transitioning to streaming could symbolize the end of an era, potentially diminishing the cultural significance of the event. Despite these challenges, the NFL appears to be moving forward with its digital strategy, recognizing the evolving preferences of modern audiences.