Can Netflix Make Live Sports Streaming Work?

Netflix’s foray into live streaming has been one of the most talked-about initiatives in recent years. From groundbreaking successes to unexpected setbacks, their journey has provided audiences (and programmatic advertisers) a look into the future of live sports on CTV.

A Bumpy Start to a Bright Future

Let’s revisit some key moments. Netflix first stepped into the live streaming arena with Chris Rock’s “Selective Outrage” stand-up set on March 5, 2023. This was a significant success, suggesting the platform could indeed handle live events. Confidence, meet Netflix.

However, the landscape quickly shifted. The highly anticipated “Love Is Blind: Reunion” live event on April 16, 2023, failed to start streaming on time. The show eventually aired — four days later — but the initial excitement had dwindled. Strike one.

By the time “The Netflix Cup” hit on November 14, which featured F1 drivers and PGA pros in a unique golf tournament, viewers encountered audio issues and scheduling confusion. Strike two.

Then came the Mike Tyson and Jake Paul boxing match on November 15, 2024, Netflix’s most significant live streaming test yet. Unfortunately, it was marred by shaky streams, pixelated images and choppy audio. For many viewers, the event was a swing and a miss. Strike three. 

Redemption and Success on the Horizon

Despite these setbacks, Netflix has shown resilience heading into 2025. They rebounded spectacularly with the NFL’s 2024 Christmas Gameday Live event, which streamed without a hitch. Whether you call it a Christmas miracle or a tech triumph, the event showed Netflix could indeed handle livestreaming major sporting events.

Let’s also not forget the WWE. Netflix now holds exclusive rights to WWE RAW and WWE Premium live events in the US, Canada and the UK. And earlier this month, Netflix hosted three live WWE events — RAW, NXT and SmackDown — without breaking a sweat. RAW’s debut pulled in twice its average US audience, indicating a successful integration of live sports streaming to kick off the new year.

Looking Forward: Full Stream Ahead

So, is Netflix poised for live sports dominance in 2025? All signs point to yes, but it’s still early days. 

Delivering consistent weekly events like WWE RAW will be key. These smaller, regular broadcasts allow the platform to fine-tune their live streaming capabilities. The performance data gathered from these events offers invaluable insights, presenting a dual advantage: it informs audiences about streaming reliability and quality, and provides other streaming platforms with key metrics on performance and user engagement.

The Bigger Picture

This isn’t just about a few WWE matches or a Christmas football game. Netflix’s shift in strategy signals a broader trend towards enhanced user engagement and improved retention. Moving beyond subscriber counts, Netflix is now focused on maximizing content interaction.

Netflix Games represents another strategic pivot, boasting titles such as “Monument Valley 3” and “Civilization VII.” While this adds another dimension to user engagement, live sports and entertainment content will likely be more impactful for Netflix’s core audience.

So despite the rocky start, Netflix may have found its footing. And as other streaming platforms rush to acquire live sports amid sunsetting linear broadcast rights, 2025 is poised to redefine how and where fans watch their favorite teams.

Ready to take advantage of live sports on CTV in 2025? Reach out to your account representative, or get started with Viant today.