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YouTube’s first exclusive NFL broadcast attracts over 17M viewers Lauren Forristal AM PDT · September 8, 2025 YouTube announced on Monday that its first-ever exclusive global broadcast of an NFL game broke a record for the company, achieving the most concurrent viewers of a live stream on the platform. Over 17.3 million viewers from more than 230 countries and territories worldwide tuned in for the game between the Kansas City Chiefs and the Los Angeles Chargers in São Paulo.

This figure represents the average minute audience (AMA) that watched the game last Friday. In the U.S., there were 16.2 million AMA across YouTube and other platforms, according to Nielsen data, while YouTube’s own numbers indicated 1.1 million AMA outside the U.S.

This exclusive broadcast is part of YouTube’s expanded partnership with the NFL, which was announced in May during the company’s annual Upfront event. The deal is aimed at attracting more ad revenue, and the company likely hopes that this new achievement will be well-received

However, in comparison to other NFL broadcasts on streaming platforms, the viewership numbers are slightly lower than those of Netflix. Netflix’s 2024 Christmas doubleheader game averaged over 24 million viewers.

While the numbers may seem underwhelming, YouTube believes its creator-driven viewing experience sets it apart from rivals. The broadcast showcased a lineup of popular YouTubers, including Deestroying, MrBeast, Haley Kalil, and Marques Brownlee, among others. KAROL G also performed the halftime show.

As for how people felt about having these creators involved in the broadcast, reactions were mixed. While some fans enjoyed seeing their favorite YouTubers, others thought the sports commentary was a bit “cringe.”

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Lauren Forristal Lauren covers media, streaming, apps and platforms at TechCrunch.

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