The NFL’s growth in media consumption
July 8, 2024
Since its initial roots in the 1920s before transforming into the NFL in the 1960s, the NFL has been popular and has grown considerably as time goes by. Tech and the increase in different types of media, especially the arrival of social media, has lent the organisation and one of the biggest sporting leagues in the world a massive hand. The NFL embraces social media warmly and makes the most of social media platforms to engage with fans around the world. As well as follow events in the NFL on social media and through traditional media, fans can also listen to podcasts, read blogs and stream NFL action online.
Why do people love the NFL so much? For one, the NFL boasts one of the biggest sporting finals in the world, the Super Bowl. Two, the games are gruelling, and the action is hard-hitting and intense, making for exciting viewing. Three, the NFL is a part of American culture and discussing NFL standings is an excellent way to bond with others. Below is a look at the media consumption of NFL, how it’s increased and what’s behind it, and what the future could hold for NFL media consumption.
The growth of NFL media consumption
The NFL works hard to grow inside and outside of the US, especially because of the stiff competition it has from the NBA. Media rights have been a major part of the NFL’s efforts, the organisation signing deals with TV broadcasters outside of the USA to show games. Deals with companies such as Amazon have helped the organisation gain viewers, and the NFL Game Pass has also enabled the league to foster support and amass a bigger fan base.
According to data on the website of consumer and market data company Statista, the average TV viewership of the NFL regular season was around 14.6 million in the USA. Fast forward to 2023 and that figure was recorded at 17.9 million.
It’s not only in USA that viewership of the NFL has increased, however. The Super Bowl, the flagship event in the NFL calendar, attracted a viewership 10 per cent higher than in 2023. Sixty-two point five million around the world turned on their TV sets to watch the Kansas City Chiefs clinch their narrow 25-22 victory over the San Francisco 49ers in overtime.
International social media consumption also increased the previous season. NFL channels acquired 1.4 million more followers. Twenty per cent of the new following joined during Super Bowl LVIII week.
Factors behind the growth of NFL media consumption
Clearly, the organisation’s concerted efforts to grow through its online presence and TV rights deals are paying off, but what else is behind the growth?
The popularity of streaming is one factor. Being able to stream content live from wherever they are, rather than have to stay at home to watch games, has created flexibility for fans. Amazon Prime Video’s Thursday Night Football, Peacock’s Sunday Night Football and other streaming options have enabled fans to view the content that interests them.
Pop culture is also believed to have boosted NFL media consumption. Most notably, Taylor Swift’s relationship with one of the NFL’s biggest stars, Kansas City Chiefs tight end Travis Kelce, has been a huge media story. Social media, game commentators and even local broadcasters all speculate whether the pop icon will turn up to games to cheer on her boyfriend. Her attendance at Super Bowl LVIII triggered a 400 per cent spike in sales of the tight end’s jersey. The love story between the two has encouraged an increase in ticket sales for the Chiefs’ home games.
A further factor has been the legalisation of sports betting, which has encouraged people to engage with the NFL more. Sports bettors are following the league and checking the stats so they can wager accurately.
The future of NFL media consumption
Diversifying the number of streaming platforms NFL games are available on has been the league’s big push to capture diverse audiences, leverage the strengths of each platform and maximise its revenue. It looks like it’s going to invest more in streaming.
However, this diversity of platforms and relentless pursuit of revenue could see some fans turn their back on the NFL. The increased cost of tickets to games and the number of services fans must subscribe to presents logistical challenges and financial ones. As access becomes more problematic, some may decide to stop trying to surmount the obstacles imposed on them and pledge their allegiance to the NBA, the MLB or the NHL, who will be only too happy to pick up disillusioned NFL fans.
Media consumption of the NFL is growing, thanks to advances in technology, to the organization’s own promotional push and other factors. However, the organisation must seek to find a balance between generating revenue and keeping the fans on-side. If not, it could start to see a backlash from fans that are some of the most loyal in the world.