Streaming the NFL on YouTube is helping the league connect with Gen Z, says platform's CEO
stepped into the NFL arena with its acquisition of Sunday Ticket rights, it didn't just streamline access for fans who had long struggled with DirecTV's exclusivity. It reshaped the landscape of how football is consumed—especially by younger viewers who are more plugged into creator-driven digital platforms than traditional TV broadcasts.
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YouTube CEO says NFL scored big with 'Sunday Ticket' as younger fans flock to the platform
YouTube CEO Neal Mohan revealed in a recent conversation with Ankler Media founder Janice Min that the NFL's partnership with YouTube has already made a tangible impact on the league's demographics. 'We actually aged down the NFL's audience on our platform,' Mohan shared. He emphasized that this strategic move allowed the league's live games to sit 'alongside all of this other amazing creator-first sports content' that draws younger eyes to YouTube every day.
It's no secret that Sunday Ticket is a premium subscription meant for serious fans. However, YouTube's real game-changer lies in its efforts to break the paywall barrier and reach a broader, global audience. A prime example is their upcoming stream of the Week One clash between the Kansas City Chiefs and Los Angeles Chargers in São Paulo, Brazil. The match, scheduled for September 5, will be broadcast for free to YouTube's massive global user base—opening the NFL's doors to millions who may never have tuned in otherwise.
'That sort of was the flywheel that we were betting on, that I was betting on, and that we've seen happen in Sunday Ticket,' Mohan explained. 'It gave me conviction then to sort of double down and do this for live game as well.'
This shift isn't merely a broadcasting strategy—it's a cultural alignment. Young sports fans today don't just watch games; they engage with creators, highlight clips, and commentary in the digital space.
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Mohan shared a personal insight: his 17-year-old son, a 'sports nut,' consumes nearly all his sports content through his favorite YouTubers. 'Everything that he watches is through the lens of his favorite YouTubers and sports creators.
And the NFL recognized that,' Mohan said.
By meeting Gen Z and millennial viewers where they are—on YouTube—the NFL is taking its content beyond the traditional sidelines. It's now embedded in the digital conversation, living among reaction videos, highlight reels, and creator fandoms.
And with 2 billion users visiting YouTube daily, the league's first major free international stream may just be the start of something transformative—not just for the NFL, but for the future of live sports consumption across the globe.
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