Story perspectives

NFL Explores New Media Deals Amid Streaming Growth

2/10/2026

Summary

Story summary

The NFL is pursuing media partnerships to expand its audience and increase network revenue, including streaming packages.
Lachlan Murdoch of Fox Corp. commits to maintaining a strong NFL relationship, even if it requires dropping rights.
Despite streaming growth, CBS and Fox still dominate viewership, averaging over 25 million in the national window.
Super Bowl LX: Commissioner Roger Goodell's meetings with media executives indicate negotiations, not a shift from legacy partners.

History

Historical Context

The NFL's television dominance began in the 1960s, culminating in a landmark $27 billion deal in 2011 with CBS, Fox, and NBC, which averaged over 25 million viewers per game. This agreement, extended through 2022, reflects the league's strategic adaptation to evolving media landscapes, as current negotiations led by Commissioner Roger Goodell aim to balance traditional broadcasting with emerging digital platforms, ensuring continued revenue growth.

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Story summary

The NFL is pursuing media partnerships to expand its audience and increase network revenue, including streaming packages.
Lachlan Murdoch of Fox Corp. commits to maintaining a strong NFL relationship, even if it requires dropping rights.
Despite streaming growth, CBS and Fox still dominate viewership, averaging over 25 million in the national window.
Super Bowl LX: Commissioner Roger Goodell's meetings with media executives indicate negotiations, not a shift from legacy partners.

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