YouTube NFL Game Ratings: Livestream Averages 17 Million Viewers
Sports correspondent covering major leagues, athletes, and sporting events
In a landmark move that underscores the growing intersection of digital platforms and traditional sports, YouTube broadcast its first exclusive NFL game on September 5, 2025. The event, featuring a face-off between the Kansas City Chiefs and the Los Angeles Chargers in São Paulo, Brazil, attracted a staggering average of over 17.3 million viewers worldwide. This remarkable viewership figure marks a significant moment for YouTube as it continues to expand its influence in live sports broadcasting.
The YouTube livestream of the highly anticipated NFL game was a resounding success, drawing 16.2 million average minute audiences (AMAs) in the United States alone, according to Nielsen and YouTube's data. The remaining 1.1 million viewers hailed from other parts of the world, showcasing the platform's global reach. The game itself was a thrilling contest, with the Chargers narrowly defeating the Chiefs 27-21. This broadcast not only highlighted YouTube’s technological capabilities but also its ability to engage a diverse international audience. The event served as a strategic move to promote YouTube’s exclusive rights to the NFL's Sunday Ticket package in the U.S., which encompasses out-of-market Sunday games broadcast on CBS and Fox.
To put this achievement in perspective, YouTube's performance surpasses previous streaming records set by Amazon’s Prime Video, which averaged 13.2 million viewers per game during the 2024 season for 'Thursday Night Football'. This upward trend in streaming viewership highlights the shifting landscape of sports consumption, with digital platforms becoming increasingly central to how audiences engage with live events. Analysts suggest this could signal a broader move towards digital-first viewing experiences in sports, offering fans more interactive and personalized content.
The broadcast was enriched by a pregame show featuring YouTube personalities and NFL veterans like Kay Adams, Peter Overzet, Cam Newton, and Derek Carr, drawing in 2.4 million U.S. viewers. The postgame show, hosted by Adams and Newton, attracted an even larger audience of 5.9 million. Notably, YouTube also leveraged its platform to debut new content from popular creators such as MrBeast and hosted a halftime performance by Karol G, integrating entertainment with sports in a way that appeals to a younger, more tech-savvy demographic.
This event marks the beginning of a seven-year deal under which YouTube holds the rights to the NFL’s Sunday Ticket, for which Google reportedly pays upwards of $2 billion annually. The strategic acquisition reflects Google's commitment to becoming a major player in sports broadcasting, leveraging YouTube's vast user base and advanced streaming technology. As YouTube continues to innovate in this space, the implications for traditional broadcasters and the sports industry at large are profound, potentially reshaping how live sports are consumed worldwide.
About Mike Johnson
Sports correspondent covering major leagues, athletes, and sporting events
