Netflix’s first NFL game from Australia drew a massive audience globally, but recorded a record low among U.S. audiences. However, the 49ers-Rams matchup became one of the top three most-streamed Thursday primetime NFL games.
What We Know: The game averaged 18.5 million U.S. viewers, peaking at 21.3 million between 9:30-9:45 p.m. ET. Among adults 18-34, it averaged 4.0 million viewers — the highest non-Christmas streaming number ever for a regular season game. Netflix’s 2026 slate looks different than prior years: instead of matching 2024’s and 2025’s Christmas Day doubleheaders, which drew between 19.9 million and 27.5 million viewers, this game aired on a Thursday, in Australia, without the holiday-scheduling boost.
What The Data Shows:
Netflix NFL Viewership (U.S. Viewership)
| Year | Game | Average Viewership |
|---|---|---|
| 2026 | 49ers vs. Rams (Melbourne, Australia) | 18.5 million |
| 2025 | Lions vs. Vikings (Christmas) | 27.5 million |
| 2025 | Cowboys vs. Commanders (Christmas) | 19.9 million |
| 2024 | Ravens vs. Texans (Christmas) | 24.3 million |
| 2024 | Chiefs vs. Steelers (Christmas) | 24.1 million |
What Remains Unclear: It’s unclear whether Netflix will schedule another international regular season game in 2027, or how the network plans to top four consecutive top-rated A18-34 broadcasts.
What It Means: Netflix has quickly become a force in NFL streaming, but this Melbourne game proves international matchups may not rival Christmas specials. With 100,021 fans packing the Melbourne Cricket Ground and 340 million social impressions generated, the league’s global expansion strategy appears to be working. Streaming numbers like these will likely shape future scheduling decisions. However, they still dwarf the audience on broadcast by some margin.
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