NFL’s International Round beaks NFL Network viewership record

The National Football League (NFL) has revealed that the week 10 clash between Kansas City Chiefs and Miami Dolphins in Germany marked a historic moment for NFL Network viewership in the US, establishing a new record for international games.

This game was a featured part of the league’s annual NFL International Series and took place in Frankfurt, amassing an impressive average viewership of 9.6 million in the United States. This viewership figure encompasses both traditional TV audiences via the NFL Network, as well as digital streaming options offered by the NFL, including NFL+.

The 9.6 million average viewership stands as the highest ever recorded for an NFL International Series game on NFL Network, marking a significant milestone for the league’s international endeavours. Additionally, the average minute audience (AMA) achieved through digital streaming alone reached 465,000, setting a new record for AMA on NFL digital platforms.

While NFL International Series games usually attract fewer viewers than their US-based counterparts due to the less favourable morning time slots for key US markets, the 2023 international games broadcast on NFL Network have bucked this trend. The game between the Chiefs and Dolphins, in particular, witnessed a remarkable 66 percent increase in viewership when compared to a similar week 10 international fixture in the previous year.

As a whole, the 2023 International Series has averaged 6.5 million viewers, representing a substantial 20 percent increase compared to the 2022 slate. This surge in interest is likely influenced by the growing popularity of the Kansas City Chiefs.

NFL commissioner Roger Goodell recently confirmed that the league will expand its global footprint by staging a regular-season game in a new country in 2024. Spain and Brazil are the leading contenders, with a decision expected to be made soon. Goodell emphasised the NFL’s commitment to exploring new markets and delivering exciting experiences to fans worldwide.

The Dolphins-Chiefs game in Frankfurt averaged 9.6 million viewers — the NFL Network’s most-watched international game on record. pic.twitter.com/kv1JwKkPKf

— Front Office Sports (@FOS) November 7, 2023