The Chiefs beat the Dolphins, but NBC can claim victory.
The broadcaster's streaming platform Peacock signed up 2.8 million new subscribers in the three days leading up to the Jan. 13 game, according to subscription research firm Antenna.
Antenna said this is the largest increase in subscriptions for a “single programming event” in its history.
Outside of the Kansas City and Miami viewing areas, Peacock held exclusive streaming rights.
Antenna's data was collected through online purchase receipts, credit, debit, and banking data, as well as “bill collection data.”
Peacock had 23 million viewers log on to watch the AFC Wild Card Round game (26-7 Chiefs win) and watched additional games. 1.35 million people watched the game on local NBC affiliates in Kansas City and Miami.
Not only did the event set a record for the most streamed live event in U.S. history, but it also reportedly “pumped the Internet to the highest daily usage in U.S. history, making it the largest Internet event in history.” Masu. NBC parent company Comcast’s self-reported figures.
The event, which featured big stars like Travis Kelce and Patrick Mahomes on the field and even Taylor Swift in the stands, reached a total of 27.6 million viewers across broadcasts and was broadcast at 9 p.m. in the second quarter. It peaked at 24.6 million viewers at the 15th minute. 9:30 p.m. ET, according to Nielsen data.
This big number comes after the NFL received considerable ire for allowing the game to be placed behind Peacock's paywall. The first playoff game to receive this designation since the service was applied was also the only career regular-season game between the Bills and the Bills on Dec. 23. charger.
Instead, the game was a potential boon for NBCUniversal. For new users, the annual subscription fee could be $168 million with an entry level of $5.99 per month. After the station pays him $110 million for exclusivity, there's a lot of pocket change left over. .
“It's not just about this football game. When you see reasonable people complaining, you realize it's about more than just a one-time NFL streamer,” NBC Sports President Rick Cordella said. said. “More or less, we get kids in the door with soccer and get them involved in the library, which we think is one of the best, if not the best in streaming. .”
Time will tell whether Peacock retains these new subscribers or if they “churn” and unsubscribe from the platform.
The most successful one right now is Netflix Churn rate is 2% per monthMeanwhile, competitors like Peacock, Hulu, and Paramount Plus have a weighted average of 5.3%.
NFL Commissioner Roger Goodell said the league “couldn't be more proud” of its partnership with the Peacocks and was “thrilled” by the game's numbers.
