Peacock and NFL transform viewing experience, smash records with Exclusive AFC Wild Card Game
Streaming service Peacock and the NFL made history during the recent NFL Wild Card Round, signalling a paradigm shift in live sports broadcasting.
The AFC Wild Card showdown between Kansas City Chiefs and Miami Dolphins unfolded on Peacock, NBCUniversal’s streaming service, marking the NFL’s inaugural exclusively live-streamed playoff game.
Played in the fourth-coldest NFL conditions recorded, the sudden-death game witnessed two-time Super Bowl MVP Patrick Mahomes leading the Chiefs to a decisive 26-7 victory in front of a 71,000-strong crowd at Kansas City’s Arrowhead Stadium.
The angles and dangles of Andy Reid’s mustach-cicle!
Stream #MIAvsKC exclusively on Peacock. pic.twitter.com/CqksVC793U
— Peacock (@peacock) January 14, 2024
Beyond the thrilling on-field action, the event etched its name in the annals of sports history by becoming the most-streamed live event in US history and driving internet usage to unprecedented levels.
The Peacock Exclusive AFC Wild Card captivated a massive audience of 27.6 million viewers, as reported by Nielsen, underscoring the success of this innovative streaming venture.
Viewership for the Chiefs-Dolphins match peaked at an average of 24.6 million viewers during the second quarter, showcasing the game’s widespread appeal and audience engagement. Preliminary data, combining first-party and Nielsen sources, revealed an average audience of approximately 23 million viewers across Peacock, NBC stations in Miami and Kansas City, and mobile streaming with NFL+.
Peacock experienced its highest single-day usage ever, with a record-breaking 16.3 million concurrent devices, affirming the platform’s growing influence in the streaming landscape.
“From NBC Sports and Peacock to the Comcast team, our entire company worked seamlessly to plan for this game and executed flawlessly to deliver a streaming experience with the NFL on a scale that’s never been done before. It’s a very proud moment,” stated Brian Roberts, Chairman and CEO of Comcast Corporation.
NFL Commissioner Roger Goodell lauded the success of the partnership, adding, “We couldn’t be prouder of our partnership with Peacock and are thrilled with the results of the first-ever exclusively live-streamed NFL playoff game.”
“To best serve our fans, we need to ensure games are available to them as their viewing habits change and this includes digital distribution as we continue to help shape the future of the sports and entertainment industry.”
Local ratings for the game were equally impressive, registering a 45.1/74 on KSHB (NBC Kansas City) and a 14.5/41 local rating/share on WTVJ (NBC Miami).
