Netflix and YouTube Emerge as Likely Winners in NFL Rights Shuffle

Netflix and YouTube could be the big beneficiaries of the NFL's latest media rights shuffle. After ESPN's purchase of NFL Network earlier this year, some games are reportedly being returned to the league, and the expectation is that Netflix and YouTube will split that package.

The move would give both streaming giants an even bigger foothold in live sports, especially with one of them also seen as a likely landing spot for the NFL's Australia game between the Rams and 49ers. For the NFL, it is another sign that its future is not just on traditional TV anymore. The news was confirmed by Alex Sherman of CNBC sports.

A Closer Look at the Ever Changing Media Rights Landscape in the NFL

Next week's upfronts are shaping up to be another reminder that the NFL is still the biggest selling point in American media.

As networks and streamers head to New York to pitch advertisers, football will be front and center almost everywhere. NBC can sell the dominance of Sunday nights, Fox has strong recent ratings to point to, Amazon can show how much Thursday Night Football has grown on Prime Video, and Disney has a massive card to play with ESPN getting the Super Bowl in 2027.

But the more interesting part is what happens beyond the traditional TV players. Netflix and YouTube are now expected to get a bigger slice of the NFL pie, with both platforms likely to split the games ESPN returned after Disney's NFL Network deal. One of them could also end up with the Rams-49ers game in Australia, giving the league another high-profile streaming showcase.

For Netflix, this continues its push into live sports after taking on Christmas Day NFL games. For YouTube, it adds another layer to its growing football relationship after Sunday Ticket.

The NFL is expected to release its full 2026 schedule next week, and that announcement will likely feed directly into the advertising buzz. The league also appears set to slightly increase its broadcast presence, which could help as regulators continue watching how widely available NFL games remain.

The takeaway is pretty obvious: everyone wants NFL inventory. Whether it is cable, broadcast, or streaming, football is still the one product that can make the entire media business stop and pay attention.

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This story was originally published May 7, 2026 at 2:46 PM.