Lions-Vikings sets streaming record with 27.5 million viewers on Christmas Day

The NFL's Christmas Day slate of games attracted record-breaking viewership, particularly highlighted by the Detroit Lions matchup against the Minnesota Vikings.

Why it matters: This year’s Christmas games showcased not only competitive football but also an impressive surge in audience engagement across various platforms.

• The Lions-Vikings game became the most-streamed NFL game in U.S. history, averaging 27.5 million viewers and peaking at over 30 million.
• This surpassed the viewership of last year's Christmas game, where the Ravens and Texans averaged 27.2 million viewers.

What’s new: The Denver Broncos vs. Kansas City Chiefs game also broke records.

• Averaging 21.06 million viewers on Amazon Prime Video, the game set a new standard for "Thursday Night Football," eclipsing the previous record of 19.39 million.
• Audience engagement peaked at 22.9 million during the game's second quarter, indicating strong viewer interest throughout.

Yes, but: Not all games experienced the same level of enthusiasm.

• The Dallas Cowboys matchup against the Washington Commanders averaged 19.9 million viewers, a notable drop from the 25.8 million average of last year’s Chiefs-Steelers game.
• Despite this decline, the global average for the Cowboys-Commanders game reached 22.4 million, underscoring its continued popularity.

By the numbers: Key statistics illustrate the growing trend of NFL viewership during the holiday season.

• The Lions-Vikings game had a global average of 30.5 million viewers, further solidifying its status as a marquee matchup.
• Additionally, Snoop Dogg's "Holiday Halftime Party" attracted 29 million viewers, showcasing the event's cultural significance beyond the game itself.

What to watch: This significant increase in viewership raises questions about future programming strategies for the NFL.

• With "NFL Christmas Gameday" on Netflix generating over 632 million social impressions globally, including 100 million from Snoop Dogg's halftime performance, the league may look to expand similar initiatives.
• The NFL is keenly aware of how cross-promotional events can enhance viewer engagement and broaden its audience base.

The bottom line: The NFL's Christmas games have established new benchmarks for viewership, signaling the league's growing influence and relevance in American culture.

• As teams like the Lions continue to excite fans on the field, the NFL's ability to attract substantial audiences remains pivotal, ensuring that future holiday matchups will be met with high expectations.