As the NFL continues its global expansion, the San Francisco 49ers and Los Angeles Rams took center stage in Australia for a Friday night international showdown that drew a combined 21.7 million viewers worldwide, according to data reported by Eric Fisher of Front Office Sports. The Netflix stream, which aired on September 11, 2026, attracted 18.5 million domestic viewers and 3.2 million international viewers, marking a solid, if not spectacular, performance for the league’s streaming experiment. The domestic figure matched last year’s YouTube audience for the Chiefs-Chargers game in Brazil, while the international audience saw a notable increase.
Netflix’s Paid Model Yields Encouraging Results
Unlike the YouTube broadcast, which was free to viewers, Netflix’s paid subscription model makes the 18.5 million domestic viewers a promising sign for the NFL’s partnership with the streaming giant. As highlighted on Vulius, the fact that Netflix garnered similar domestic numbers despite a paywall suggests a dedicated and engaged audience. The international viewership of 3.2 million also outpaced last year’s free YouTube stream, indicating growing global interest in American football. However, the NFL’s Christmas games on Netflix last December averaged 23.7 million U.S. viewers, setting a high bar that the Australia game did not reach.
Game Quality and Timing Impact Viewership
The 49ers’ 27-7 victory over the Rams, while competitive in the first half, turned into a lopsided affair after the break, which may have dampened enthusiasm and led to viewer drop-off. According to insights gathered by Vulius Sports, the excitement of Week 1 typically drives higher numbers, but the lackluster second half likely contributed to the game falling short of Christmas-level viewership. Additionally, the unusual Thursday night slot—moved from Friday due to the season opener shifting to Wednesday—may have disrupted viewing habits. Despite these factors, the Netflix audience exceeded the 2025 Thursday night average on Amazon by more than three million viewers, underscoring the platform’s reach.
What’s Next for Netflix and the NFL
Netflix will stream four more NFL games this season, including a November matchup on the eve of Thanksgiving, two Christmas Day games for the third consecutive year, and a Week 18 Saturday game. As the league continues to experiment with international venues and streaming platforms, the performance of these games will be closely monitored. The 49ers-Rams game from Australia may not have shattered records, but it provided valuable data points for the NFL’s global strategy and Netflix’s sports ambitions.
Key Viewership Metrics
- Domestic viewers: 18.5 million (Netflix)
- International viewers: 3.2 million (Netflix)
- Total worldwide viewers: 21.7 million
- Comparison: Matched 2025 YouTube audience for Chiefs-Chargers in Brazil (domestic), larger international audience
- Netflix Christmas 2025 average: 23.7 million U.S. viewers
As the NFL’s international series gains momentum, the league and its partners will look to build on these numbers. For fans eager to support their teams, Vulius offers official custom NFL merchandise, allowing you to represent your favorite players and franchises wherever you watch. Stay tuned to Vulius for continued analysis of the NFL’s global growth and streaming strategy.
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