Editor’s Note (Updated October 2025):
This article was originally authored in April 2024 by Brandon Allison. It has been edited and updated by the SportsEpreneur team to reflect the latest NFL viewership numbers from the 2024 season and early 2025 (through ~Week 5). As the season continues and new data drops, especially for streaming and international games, we’ll keep this article updated to stay useful and current.
2025 Viewership Update
- 2024 NFL regular season averaged ~17.5M viewers/game, down ~2% from 2023 — but primetime windows (SNF, MNF) were up.
- 2025 season (through ~Week 5): ~18.6M viewers/game — ~8% growth vs 2024.
- Early-season trend matters more than the year-over-year dip.
- Growth drivers remain: streaming, international schedule, sports betting normalization, storylines + pop culture, flexible scheduling windows.
- The NFL isn’t fighting for attention — it’s shaping how attention works.
The 2024 NFL regular season finished with an average of ~17.5 million viewers per game, down slightly (~2%) from 2023. On paper, that looks like a pullback — but the underlying pattern tells a different story:
- Prime-time was stronger: Sunday Night Football delivered its best numbers since 2015.
- Streaming windows expanded reach, even when traditional TV ratings dipped.
- International games and standalone scheduling continued to grow global and casual-fan audiences.
Now, 2025 so far is trending up:
- Through roughly Week 5 of the 2025 season, the league is averaging ~18.6 million viewers per game.
- That’s a ~8% increase vs 2024 and a ~9% gain vs 2023.
- Early-season Week 1 alone cleared ~22 million+ per game across TV + streaming. One of the strongest season openings in more than a decade.
- Streaming-exclusive broadcasts continue to show double-digit growth year over year.
Why the growth matters
Even with fragmentation (cable vs. streaming vs. clips vs. international), the total audience ecosystem is expanding.
Linear TV dips don’t mean less interest — they mean consumption habits are changing.
This is the NFL doing what the NFL does: Control the media stage. Then reorganize it.
NFL Viewership Trends Explained
Since 2021, the National Football League (NFL) has experienced a remarkable surge in viewership, and each season it sets new milestones and breaks records as its viewership continues to rise. In 2023, NFL regular-season games averaged 17.9 million viewers, tying the second-highest mark since it was first tracked in 1995. This has been driven by strategic initiatives, including international exposure, streaming, the meteoric rise in sports betting, and capitalizing on media trends and storylines. This upward trend reflects the NFL’s ability to capture the attention of audiences worldwide while adapting to our ever-evolving media landscape.
The International Series’ Impact on NFL Viewership Trends
On October 2, 2005, the NFL hosted its first regular-season game outside of the United States when the San Francisco 49ers played the Arizona Cardinals in Mexico City. This game also set a new attendance record for an NFL game. Two years later, the NFL officially launched the International Series with the Miami Dolphins playing the New York Giants in Wembley Stadium in London, England.
More games followed at Wembley, the Rogers Centre in Toronto, the Estadio Azteca in Mexico City, and other locations worldwide (like Ireland and Brazil). This movement has been instrumental in growing the league’s viewership and overall popularity.
One unique aspect of the International Series is the deal that the Jacksonville Jaguars have with the NFL and Wembley Stadium. From 2013 through 2019, the Jaguars played one regular-season game in Wembley Stadium every year, then renewed the deal in 2022. Owner Shad Khan has been one of the biggest advocates of establishing a presence in London. He has stated that it feels like a home game whenever they play in the city, as their colors and energy are present, and there are a whole lot of #16 (starting Quarterback Trevor Lawrence) jerseys in the stands. The NFL could follow the same model as it expands into Germany and Brazil, designating a team to play in each country once a year, hoping to develop the same deep relationship with fans that the Jaguars now enjoy in the UK.
The NFL has already made significant strides in bringing American football to audiences beyond U.S. borders, establishing fan bases worldwide and further increasing the game’s already large popularity.
The Rise of Streaming Leads to Massive NFL Viewership Growth
As technology advances, the way we do everyday things continues to change. One of the biggest changes involves television. The advent of streaming services, such as Amazon Prime and Peacock, has limited access to NFL content by making certain games exclusive to these services.
This past year, the NFL Sunday Ticket moved to YouTube TV, while Thursday Night Football was exclusive to Amazon Prime, and Sunday Night Football was available on Peacock. Since fans used to be able to watch every game on the same platform, this change left many unhappy customers and led to complaints throughout the season. The buffering that lasted all season on YouTube TV was also an issue, at one point getting so bad that even LeBron James had to chime in online. And yet, there were over 1.3 million subscribers to Sunday Ticket this season.
Streaming services have revolutionized the way sports are broadcast, offering viewers unparalleled flexibility and convenience for accessing live NFL content and their favorite shows. Rather than having to record shows or be home in time to watch, fans can now watch whatever they want, whenever they want. It’s no surprise that the 16 games on Amazon Prime’s Thursday Night Football coverage averaged 11.86 million viewers, a 24% increase from the 2022 season. Many fans purchase only what they need for the NFL season because, unlike with cable, they can choose to consume only the programming they are interested in.
The writer’s strike in 2023 was another factor that went under the radar this season. In April, both the Writers Guild of America (WGA) and the Screen Actors Guild and American Federation of Television and Radio Artists (SAG-AFTRA) went on strike, halting Hollywood’s productions until November. This six-month stretch led to less scripted programming, opening the door for more sports. Monday Night Football had its best season since 2000, averaging 17.36 million viewers, a 29% increase from 2022. ABC broadcasted NFL games for all 18 weeks of the regular season, 11 more than last. The most mind-boggling stat is that 96 of the top 100 TV broadcasts were sports, and 93 of those top 96 were NFL games.
The inclusion of NFL games on streaming platforms has augmented the league’s reach. Fans can seamlessly stream live games on a range of devices, from smartphones to smart TVs, thereby enhancing accessibility and expanding the NFL’s global footprint.
Trends and Pop Culture Related to NFL Viewership
This year, the NFL has worked to engage audiences by pushing trends and acknowledging references online and in the news media—using the storylines promoted by the media, in other words. Of course, the number-one story that everyone in the world heard about and could not avoid was Taylor Swift.
Taylor Swift was already having a very big year with her worldwide “Eras” Stadium Tour when she began a relationship with one of the biggest stars in the league—Travis Kelce. He is arguably the best player at his position and, as a member of the back-to-back Super Bowl Champion Kansas City Chiefs, among the most prominent players in today’s game. The NFL took full advantage of this relationship, and social media, game commentary, and even local news broadcasts were filled with speculation about whether Taylor Swift would attend the Chiefs’ game.
Most people remember the famous script commercial starring Keegan-Michael Key and Kirk Cousins—it depicts a meeting to supposedly work out the script for the upcoming NFL season. The commercial makes a joke out of rumors that NFL football is scripted, a ridiculous idea, since there’s no way to script and stage professional sports games (or is there?!), especially with millions of eyes on them at all times. So the NFL, rather than ignoring or denying the rumor, made a joke of it. Even the players have embraced the joke. Former Pro Bowl running back Arian Foster sarcastically claimed that the NFL players are extremely dedicated to the script. Matthew Judon asked who wrote the script for the loss in Vegas last year, and Marlon Humphrey joked that giving up 200 yards to Ja’Marr Chase was all a part of the script.
The NFL’s decision to reference jokes, memes, trends, and pop culture has generated sustained interest in the league and made it more entertaining for fans. Getting people talking is an effective way to increase viewership.
Legalization of Sports Betting and Its Relationship to NFL Viewership Trends
The integration of Vegas into the sports world has generated unprecedented revenue and attracted many new viewers to the NFL. According to research at UNLV, Las Vegas generated $1.845 billion in economic activity from out-of-town visitors in the 2022 fiscal year. Currently, Vegas is home to the NFL’s Raiders, the WNBA’s Aces, and the NHL’s Golden Knights—and will very soon be the home of the MLB’s Athletics. Next on the list is the possibility of a new NBA team. With 17 new sports facilities and arenas, Vegas is busy establishing itself as one of the world’s sports capitals.
Another influence that stemmed from Las Vegas is the phenomenon of sports betting. In 1931, Nevada became the first state to legalize gambling, including sports betting. It was not until 2018 that other states began allowing sports wagers. Today, 38 states have legalized sports betting (as have Puerto Rico and Washington D.C.), and there are countless apps and sportsbooks to participate in online. The NFL then recognized the potential in sports betting and, in April 2021, reached a deal with three sportsbooks, expecting to generate millions in revenue and attract more viewers. The NFL is the most popular major sports league in America in terms of both revenue and viewership, and it has now legalized sports betting, which will take those numbers “to the moon.”
This year, the American Gaming Association (AGA) estimated that around 68 million Americans wagered $23 billion on the Super Bowl, a 44% increase from the previous season. Viewership and revenue go hand-in-hand, and fans are more likely to stay tuned while they have money on the line in the form of an active bet. As legalized sports betting continues to expand across more states, viewership will only increase.
Wrapping Up NFL Viewership Trends
The NFL’s continued rise in viewership reflects a convergence of factors, ranging from its integration into the international market and the proliferation of streaming services to the league’s efforts to keep up with social media trends and the legalization of sports betting. As the NFL continues to evolve and adapt to changing consumer preferences, its appeal as America’s premier sports league remains undiminished, ushering in an era of unprecedented growth and innovation.
FAQ
Q: Is the NFL “losing viewers” because cable is shrinking?
No. Traditional TV numbers can dip, but total audience across platforms is rising. The league has shifted from broadcast-first to platform-everywhere.
Q: Why was 2024 slightly lower than 2023?
More fragmentation (more platforms, more packages), not less interest. And 2025 early numbers are already back in growth territory.
Q: Are streaming-only games actually working?
Yes — Thursday Night Football and international streaming games are showing consistent double-digit gains. Fans follow access.
Q: How much does pop culture matter (e.g., Taylor Swift, memes, stars)?
A lot. Viral storylines turn casual watchers into event watchers. The NFL is intentionally playing in culture, not just sports.
Q: What role does legalized sports betting play now?
It’s normalized. Betting adds stakes, which drives longer watch times, live viewership, and repeat engagement. It’s now baked into the culture of how many fans watch.
To inquire about placements or brand features, contact us.
Related Content:
How NFL TV Watching Has Changed
The League Loves the Ref Chaos
The NFL Controls All Aspects of the Reporting
How The Shield Runs the Media
The Future of Sports Streaming
Content Disclaimer: Our articles and podcasts, including those on sports betting, are for entertainment and informational purposes only and are not intended to promote or endorse betting. If you choose to bet, we urge you to do so responsibly. Help is available for those facing challenges with gambling. Contact the National Problem Gambling Helpline at 1-800-522-4700 or visit ncpgambling.org. North Carolina residents can also find resources at More Than a Game. If you need immediate assistance, call 1-800-GAMBLER. For more details, see our full disclaimer.
NFL Viewership Trends
Editor’s Note (Updated October 2025):
This article was originally authored in April 2024 by Brandon Allison. It has been edited and updated by the SportsEpreneur team to reflect the latest NFL viewership numbers from the 2024 season and early 2025 (through ~Week 5). As the season continues and new data drops, especially for streaming and international games, we’ll keep this article updated to stay useful and current.
2025 Viewership Update
The 2024 NFL regular season finished with an average of ~17.5 million viewers per game, down slightly (~2%) from 2023. On paper, that looks like a pullback — but the underlying pattern tells a different story:
Now, 2025 so far is trending up:
Why the growth matters
Even with fragmentation (cable vs. streaming vs. clips vs. international), the total audience ecosystem is expanding.
Linear TV dips don’t mean less interest — they mean consumption habits are changing.
This is the NFL doing what the NFL does: Control the media stage. Then reorganize it.
NFL Viewership Trends Explained
Since 2021, the National Football League (NFL) has experienced a remarkable surge in viewership, and each season it sets new milestones and breaks records as its viewership continues to rise. In 2023, NFL regular-season games averaged 17.9 million viewers, tying the second-highest mark since it was first tracked in 1995. This has been driven by strategic initiatives, including international exposure, streaming, the meteoric rise in sports betting, and capitalizing on media trends and storylines. This upward trend reflects the NFL’s ability to capture the attention of audiences worldwide while adapting to our ever-evolving media landscape.
The International Series’ Impact on NFL Viewership Trends
On October 2, 2005, the NFL hosted its first regular-season game outside of the United States when the San Francisco 49ers played the Arizona Cardinals in Mexico City. This game also set a new attendance record for an NFL game. Two years later, the NFL officially launched the International Series with the Miami Dolphins playing the New York Giants in Wembley Stadium in London, England.
More games followed at Wembley, the Rogers Centre in Toronto, the Estadio Azteca in Mexico City, and other locations worldwide (like Ireland and Brazil). This movement has been instrumental in growing the league’s viewership and overall popularity.
One unique aspect of the International Series is the deal that the Jacksonville Jaguars have with the NFL and Wembley Stadium. From 2013 through 2019, the Jaguars played one regular-season game in Wembley Stadium every year, then renewed the deal in 2022. Owner Shad Khan has been one of the biggest advocates of establishing a presence in London. He has stated that it feels like a home game whenever they play in the city, as their colors and energy are present, and there are a whole lot of #16 (starting Quarterback Trevor Lawrence) jerseys in the stands. The NFL could follow the same model as it expands into Germany and Brazil, designating a team to play in each country once a year, hoping to develop the same deep relationship with fans that the Jaguars now enjoy in the UK.
The NFL has already made significant strides in bringing American football to audiences beyond U.S. borders, establishing fan bases worldwide and further increasing the game’s already large popularity.
The Rise of Streaming Leads to Massive NFL Viewership Growth
As technology advances, the way we do everyday things continues to change. One of the biggest changes involves television. The advent of streaming services, such as Amazon Prime and Peacock, has limited access to NFL content by making certain games exclusive to these services.
This past year, the NFL Sunday Ticket moved to YouTube TV, while Thursday Night Football was exclusive to Amazon Prime, and Sunday Night Football was available on Peacock. Since fans used to be able to watch every game on the same platform, this change left many unhappy customers and led to complaints throughout the season. The buffering that lasted all season on YouTube TV was also an issue, at one point getting so bad that even LeBron James had to chime in online. And yet, there were over 1.3 million subscribers to Sunday Ticket this season.
Streaming services have revolutionized the way sports are broadcast, offering viewers unparalleled flexibility and convenience for accessing live NFL content and their favorite shows. Rather than having to record shows or be home in time to watch, fans can now watch whatever they want, whenever they want. It’s no surprise that the 16 games on Amazon Prime’s Thursday Night Football coverage averaged 11.86 million viewers, a 24% increase from the 2022 season. Many fans purchase only what they need for the NFL season because, unlike with cable, they can choose to consume only the programming they are interested in.
The writer’s strike in 2023 was another factor that went under the radar this season. In April, both the Writers Guild of America (WGA) and the Screen Actors Guild and American Federation of Television and Radio Artists (SAG-AFTRA) went on strike, halting Hollywood’s productions until November. This six-month stretch led to less scripted programming, opening the door for more sports. Monday Night Football had its best season since 2000, averaging 17.36 million viewers, a 29% increase from 2022. ABC broadcasted NFL games for all 18 weeks of the regular season, 11 more than last. The most mind-boggling stat is that 96 of the top 100 TV broadcasts were sports, and 93 of those top 96 were NFL games.
The inclusion of NFL games on streaming platforms has augmented the league’s reach. Fans can seamlessly stream live games on a range of devices, from smartphones to smart TVs, thereby enhancing accessibility and expanding the NFL’s global footprint.
Trends and Pop Culture Related to NFL Viewership
This year, the NFL has worked to engage audiences by pushing trends and acknowledging references online and in the news media—using the storylines promoted by the media, in other words. Of course, the number-one story that everyone in the world heard about and could not avoid was Taylor Swift.
Taylor Swift was already having a very big year with her worldwide “Eras” Stadium Tour when she began a relationship with one of the biggest stars in the league—Travis Kelce. He is arguably the best player at his position and, as a member of the back-to-back Super Bowl Champion Kansas City Chiefs, among the most prominent players in today’s game. The NFL took full advantage of this relationship, and social media, game commentary, and even local news broadcasts were filled with speculation about whether Taylor Swift would attend the Chiefs’ game.
Most people remember the famous script commercial starring Keegan-Michael Key and Kirk Cousins—it depicts a meeting to supposedly work out the script for the upcoming NFL season. The commercial makes a joke out of rumors that NFL football is scripted, a ridiculous idea, since there’s no way to script and stage professional sports games (or is there?!), especially with millions of eyes on them at all times. So the NFL, rather than ignoring or denying the rumor, made a joke of it. Even the players have embraced the joke. Former Pro Bowl running back Arian Foster sarcastically claimed that the NFL players are extremely dedicated to the script. Matthew Judon asked who wrote the script for the loss in Vegas last year, and Marlon Humphrey joked that giving up 200 yards to Ja’Marr Chase was all a part of the script.
The NFL’s decision to reference jokes, memes, trends, and pop culture has generated sustained interest in the league and made it more entertaining for fans. Getting people talking is an effective way to increase viewership.
Legalization of Sports Betting and Its Relationship to NFL Viewership Trends
The integration of Vegas into the sports world has generated unprecedented revenue and attracted many new viewers to the NFL. According to research at UNLV, Las Vegas generated $1.845 billion in economic activity from out-of-town visitors in the 2022 fiscal year. Currently, Vegas is home to the NFL’s Raiders, the WNBA’s Aces, and the NHL’s Golden Knights—and will very soon be the home of the MLB’s Athletics. Next on the list is the possibility of a new NBA team. With 17 new sports facilities and arenas, Vegas is busy establishing itself as one of the world’s sports capitals.
Another influence that stemmed from Las Vegas is the phenomenon of sports betting. In 1931, Nevada became the first state to legalize gambling, including sports betting. It was not until 2018 that other states began allowing sports wagers. Today, 38 states have legalized sports betting (as have Puerto Rico and Washington D.C.), and there are countless apps and sportsbooks to participate in online. The NFL then recognized the potential in sports betting and, in April 2021, reached a deal with three sportsbooks, expecting to generate millions in revenue and attract more viewers. The NFL is the most popular major sports league in America in terms of both revenue and viewership, and it has now legalized sports betting, which will take those numbers “to the moon.”
This year, the American Gaming Association (AGA) estimated that around 68 million Americans wagered $23 billion on the Super Bowl, a 44% increase from the previous season. Viewership and revenue go hand-in-hand, and fans are more likely to stay tuned while they have money on the line in the form of an active bet. As legalized sports betting continues to expand across more states, viewership will only increase.
Wrapping Up NFL Viewership Trends
The NFL’s continued rise in viewership reflects a convergence of factors, ranging from its integration into the international market and the proliferation of streaming services to the league’s efforts to keep up with social media trends and the legalization of sports betting. As the NFL continues to evolve and adapt to changing consumer preferences, its appeal as America’s premier sports league remains undiminished, ushering in an era of unprecedented growth and innovation.
FAQ
Q: Is the NFL “losing viewers” because cable is shrinking?
No. Traditional TV numbers can dip, but total audience across platforms is rising. The league has shifted from broadcast-first to platform-everywhere.
Q: Why was 2024 slightly lower than 2023?
More fragmentation (more platforms, more packages), not less interest. And 2025 early numbers are already back in growth territory.
Q: Are streaming-only games actually working?
Yes — Thursday Night Football and international streaming games are showing consistent double-digit gains. Fans follow access.
Q: How much does pop culture matter (e.g., Taylor Swift, memes, stars)?
A lot. Viral storylines turn casual watchers into event watchers. The NFL is intentionally playing in culture, not just sports.
Q: What role does legalized sports betting play now?
It’s normalized. Betting adds stakes, which drives longer watch times, live viewership, and repeat engagement. It’s now baked into the culture of how many fans watch.
To inquire about placements or brand features, contact us.
Related Content:
How NFL TV Watching Has Changed
The League Loves the Ref Chaos
The NFL Controls All Aspects of the Reporting
How The Shield Runs the Media
The Future of Sports Streaming
Content Disclaimer: Our articles and podcasts, including those on sports betting, are for entertainment and informational purposes only and are not intended to promote or endorse betting. If you choose to bet, we urge you to do so responsibly. Help is available for those facing challenges with gambling. Contact the National Problem Gambling Helpline at 1-800-522-4700 or visit ncpgambling.org. North Carolina residents can also find resources at More Than a Game. If you need immediate assistance, call 1-800-GAMBLER. For more details, see our full disclaimer.