Singer Beyoncé will headline the halftime show during Netflix’s debut live broadcast of NFL games this Christmas, marking a big step for the American company in its push into live sports and mega-events.
Netflix, which in May acquired the rights to broadcast two American football league games this Christmas, made the surprise announcement after showing . The Grammy-winning artist will perform songs from her album Cowboy Carter for the first time during the game between the Houston Texans and Baltimore Ravens, which will be held in her hometown.
According to Netflix, Beyoncé is expected to invite “special guests,” but details have not been released. “Your early Christmas wish has been granted,” the company said in a statement.
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Netflix is uniting the NFL and Beyoncé at a time when the world’s biggest video streaming platform is looking to attract more audiences and strengthen its still-emerging advertising business. Friday’s boxing match between Mike Tyson and Jake Paul attracted a record 65 million viewers, although users complained about technical glitches.
Sports are considered the most valuable live content in the world. Netflix executives have been promoting the idea of a Christmas Day event that could draw millions of viewers simultaneously. Few live events attract more audiences and advertisers in the U.S. than the NFL, which represents the majority of the most-watched live broadcasts in the country each year.
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The Texans-Ravens game will air after the Super Bowl champion Kansas City Chiefs face the Pittsburgh Steelers on December 25. This pair of games marks the first time Netflix has broadcast live American football.
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The company is expected to gain 10 million viewers in the fourth quarter thanks to these spectacular events, as well as the launch of the second season of Round 6 on December 26, according to Bloomberg Intelligence. The streaming platform will also bring WWE shows, including Raw and Smackdown, to major markets starting in January 2025.
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© 2024 Bloomberg L.P.
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