Quick answer: Netflix Chief Content Officer Bela Bajaria said the streamer’s live sports strategy focuses on events that create “unmissable” cultural moments and conversation. Netflix would also consider a package of international NFL games if one becomes available when the league renegotiates its media rights agreements.
The Netflix live sports strategy centres on a specific kind of viewing experience: an event audiences feel they cannot miss. Chief Content Officer Bela Bajaria says the streamer looks for games and tournaments that can become cultural talking points, with appeal built around both the live action and the conversation it generates.
“The thing about an event is it’s buzzy, cultural, zeitgeist — that really sort of unmissable moment,” Bajaria said. “There’s something in that that just feels like it’s very appointment TV, but also with great conversation around it.”
Her comments explain what Netflix is looking for as it considers more live sports. The emphasis is on finding competitions that can be turned into events, rather than treating the availability of sports rights as the only consideration.
An NFL game in Melbourne brings the strategy into focus
Bajaria spoke from Melbourne, Australia, the location of the country’s first-ever regular-season NFL game. Netflix held the global rights to the matchup, which ended with the San Francisco 49ers defeating the Los Angeles Rams 27-7.
That game provides a concrete backdrop to her description of event programming. It combined an established sporting competition with a first for its host country, while Netflix’s rights extended globally.
For viewers, Bajaria’s definition places the live moment and the discussion surrounding it together. Her reference to appointment TV describes the kind of programming audiences make time to watch at a particular moment, with conversation forming part of the attraction.
More international NFL games remain a possibility
Bajaria also said Netflix would be open to a package of international NFL games if one becomes available when the league renegotiates its media rights agreements. That is a conditional expression of interest, not confirmation that Netflix has secured such a package.
The distinction matters when considering the streamer’s next move. Netflix already held global rights to the Melbourne game, but the possibility of a broader international package depends on what becomes available through the NFL’s rights negotiations.
For now, Bajaria has set out the guiding principle behind Netflix’s interest in live sports: finding games and tournaments that can command attention as events. The Melbourne matchup is a tangible example of its sports activity; a potential international NFL package remains an opportunity the company would consider.
Frequently Asked Questions
What is Netflix’s live sports strategy?
Netflix looks for games and tournaments that can be turned into events. Chief Content Officer Bela Bajaria described the goal as an “unmissable” moment that combines appointment viewing with conversation.
Is Netflix interested in more international NFL games?
Bela Bajaria said Netflix would be open to an international NFL package if one becomes available when the league renegotiates its media rights agreements. Her comments expressed interest rather than confirming a new deal.
Which NFL game in Australia did Netflix hold rights to?
Netflix held global rights to Australia’s first-ever regular-season NFL game, played in Melbourne. The San Francisco 49ers defeated the Los Angeles Rams 27-7.
