How the NFL Reached New Fans This Season
In the early 1960s, NFL commissioner Pete Rozelle and the league’s owners had a simple but revolutionary idea: bring football into every home in America through the power of television. At the time, TV ownership was exploding—from just one in 10 homes in 1950 to eight in 10 by 1960—making it the ideal platform to grow the game. Their thinking was straightforward: if people across the country could easily watch NFL games, they would fall in love with the sport. And they did.
Today, while the goal of reaching as many fans as possible remains, the ways to do it have changed dramatically. Television is no longer the sole medium; fans now engage with the NFL through streaming, social media, gaming, and other digital platforms.
The 2024-25 season showcases the league’s continued adaptation to this dynamic media landscape, employing new strategies to attract fans both domestically and internationally
International Expansion and the European Market
The NFL has been looking at Europe as a key growth area for years as it is set to make another exciting return to Germany in 2024, heading back to Munich’s Allianz Arena. On November 10th, the Carolina Panthers will face off against the New York Giants, marking Munich’s second time hosting an official NFL regular season game following its 2022 debut.
The city of Munich and the Free State of Bavaria are expected to build on the success of that first event, which included a vibrant program of fan engagement activities. In 2022, local schools were introduced to flag football in a three-month initiative, offering students a chance to engage with a safer, youth-oriented version of the sport.
Before Munich’s 2024 showcase, Frankfurt took centre stage in November 2023, when the NFL hosted two games at Deutsche Bank Park. The Kansas City Chiefs and Miami Dolphins squared off on November 5th, followed by a clash between the New England Patriots and the Indianapolis Colts a week later. Both games sold out swiftly, with over 50,000 fans packing the stadium for each matchup, underscoring the growing appetite for American football in Germany.
The NFL’s European growth strategy goes far beyond the stadiums, targeting tech-savvy younger generations drawn to the sport via streaming platforms. NFL Game Pass has made it easier for European fans to access live games and highlights on-demand, while partnerships with streaming giants like DAZN have brought NFL games into more homes across Europe.
As betting on NFL games becomes more popular on the continent, many fans also turn to NFL betting sites to follow the odds.
Elevating the Streaming Experience
The NFL’s international growth has accelerated, driven by increased access through global media and streaming platforms. Streaming services have made it easier than ever for fans worldwide to watch live games, contributing to the sport’s rising popularity outside the U.S. In Germany, American football became the second most popular sport on free TV in 2022. ProSieben played a key role in building the NFL’s audience, and in April 2023, Cologne-based RTL took over broadcasting, further pushing the sport into the German mainstream and attracting millions of new viewers.
Digital viewership has seen remarkable growth, doubling over the last three seasons. In some cases, online audiences approach or even surpass television numbers for other major sports leagues. A standout example is Super Bowl LVI, which drew an average of more than 11 million viewers on digital platforms alone, showcasing the growing importance of online streaming in the NFL’s viewership.
In the U.S., the NFL’s partnership with Amazon Prime Video for Thursday Night Football has been a game-changer. Prime’s broadcast features, like “Prime Vision with Next Gen Stats,” offer detailed real-time analytics for tech-savvy fans and fantasy football enthusiasts. The platform also provides interactive tools, including in-game stats and trivia, and social functions that allow friends to watch games together virtually, making the NFL more accessible to a younger, digitally engaged audience.
More Ways to Experience the NFL
The NFL has expanded its reach far beyond game days, using technology to keep fans engaged year-round. Despite dominating TV ratings—holding 48 of the top 50 most-watched U.S. programs from 2017 to 2021—the league’s presence on digital platforms has surged. With over 600 million followers on social media, the NFL is now the fastest-growing U.S. sports league on Instagram, Facebook, TikTok, and X (Twitter). In 2023, NFL social media videos were watched over 12 billion times.
On YouTube, more than 107 million viewers tuned in for content ranging from game highlights to exclusive series like the Emmy-winning Game Day All-Access. TikTok generated over 125 million views during Super Bowl week, with the TikTok Tailgate concert featuring The Chainsmokers attracting 32 million viewers. Snapchat’s augmented reality lenses were used 22 billion times during Super Bowl LVI.
In the metaverse, the NFL has partnered with Meta to offer team gear for avatars and launched NFL Tycoon on Roblox, engaging younger fans in interactive football worlds. Gaming remains a major focus, with the Madden franchise leading the way, alongside collaborations with Fortnite that allow millions of players to wear NFL-themed outfits.
Conclusion
The NFL’s 2024-25 season has been defined by its ability to reach new audiences through innovative strategies in both domestic and international markets. The league’s expansion into Europe, particularly in Germany, combined with its embrace of streaming platforms and digital engagement, has significantly broadened its fanbase. Partnerships with platforms like Amazon Prime, YouTube, and RTL have made the NFL more accessible than ever, while initiatives in gaming and the metaverse have attracted younger, tech-savvy fans.
