Netflix’s chief on strategy: events, not just games
Netflix’s live sports strategy is centered on creating events, according to Chief Content Officer Bela Bajaria. In an exclusive interview, Bajaria defined an event as “buzzy, cultural, zeitgeist — that really sort of unmissable moment” with great conversation around it.
Bajaria’s comments came from Melbourne, Australia, where Netflix owned the global rights to the first-ever regular-season NFL game in the country, resulting in a 27-7 victory by the San Francisco 49ers over the Los Angeles Rams.
Defining Events
When asked if NBC’s “Sunday Night Football” would qualify as a Netflix event, Bajaria joked about the frequency of the question, but did not provide a direct answer. Instead, she highlighted examples of events, including the first NFL game on Netflix on Christmas Day, featuring Beyoncé at halftime, and the World Baseball Classic in Japan.
Bajaria’s explanation suggests that a large package of NFL games may not be the best fit for Netflix’s strategy, which aligns with comments from Netflix co-CEO Ted Sarandos earlier this year. The NFL can renegotiate its media rights for games starting after the 2029-30 season.
Netflix is airing five NFL games during the 2026-27 season, including the Australia game, a Thanksgiving Eve game, two Christmas Day games, and a Week 18 game with significant playoff implications.
International Games and Partnerships
Bajaria expressed interest in a potential package of international NFL games, which the league does not currently sell. With nine international games this year and 10 scheduled for next season, Netflix sees an opportunity to cater to its global audience.
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Bajaria also confirmed Netflix’s interest in bidding on the FIFA Men’s World Cup in 2030 and 2034, having already secured the Women’s World Cup U.S. and Canadian rights for 2027 and 2031.
Additionally, Bajaria suggested that Netflix could be open to ingesting content from other media companies, similar to YouTube’s arrangement with NBCUniversal’s Peacock, citing an existing partnership with France’s TF1 Group as a “test” for embedding live content.
Netflix already has an exclusive licensing deal with Universal on its feature films, and NBC Sports produces live sports on Netflix, including the recent Australia NFL game.
Bajaria emphasized the importance of continuing conversations with partners, highlighting the natural partnerships in most countries, which can help both companies feel comfortable trying new arrangements.
The Women’s World Cup and Future Rights
Netflix holds the rights to the Women’s World Cup in the United States and Canada for the 2027 and 2031 tournaments. Bajaria views the sport as globally beloved and sees the upcoming tournaments as a key part of the platform’s strategy. The company maintains a strong relationship with FIFA, which facilitates ongoing discussions about future opportunities.
Core Content and Competition
Despite YouTube’s growing market share, which accounted for 14.2% of streaming viewership in July, Netflix remains focused on its core business. The company prioritizes TV series and movies over short-form video. Bajaria dismissed the idea that Netflix would change its business strategy to compete with YouTube and other short-form video services.
