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YouTube is celebrating a milestone after hosting its first exclusive global broadcast of an NFL game. The Kansas City Chiefs vs Los Angeles Chargers matchup in São Paulo drew a worldwide audience and set a new record for the platform’s livestream viewership.
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On average, 17.3 million viewers across 230+ countries and territories tuned in to the broadcast last Friday, according to YouTube. Nielsen data confirmed 16.2 million average minute audience (AMA) in the U.S., while YouTube reported 1.1 million AMA outside the U.S.
The game marked the first time YouTube had exclusive rights to an NFL broadcast, part of its expanded partnership announced in May during the company’s Upfront event. YouTube hopes milestones like this will appeal to advertisers, boosting revenue potential in sports streaming.
While impressive, the numbers trail Netflix’s NFL experiment. Its 2024 Christmas doubleheader averaged over 24 million viewers, highlighting the uphill battle for YouTube in the live sports space.
However, YouTube argues that its platform offers something different. By blending traditional sports with creator-driven content, the company believes it can appeal to younger fans and global audiences in ways that rivals cannot.
To showcase this hybrid approach, YouTube featured several well-known personalities. Deestroying, MrBeast, Haley Kalil, and Marques Brownlee appeared throughout the broadcast, giving the event a mix of football coverage and creator energy.
For entertainment value, Karol G performed the halftime show, bringing a crossover appeal between sports and music audiences.
Fan reactions, however, were mixed. Some enjoyed the fresh approach, while others felt the creator commentary clashed with the traditional sports broadcast, with some calling it pretty odd and uncomfortable even.