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Netflix faces challenge changing viewers' habits while acquiring sports rights

Yahoo Sports • 1 min read • Latest: Jul 15, 2026, 4:06 AM

Last updated Jul 15, 2026

Netflix faces challenge changing viewers' habits while acquiring sports rights

Summary

Netflix is expanding into live sports, recently securing deals with MLB, NFL, and FIFA. With over 325 million subscribers, the company aims to shift viewer habits from on-demand to appointment viewing. Chief Content Officer Bela Bajaria highlights that changing these ingrained behaviors may be their biggest obstacle. Early returns from Netflix's MLB agreement, which cost around $60 million, show limited viewer engagement, raising questions about the effectiveness of its sports strategy. The first year of the MLB deal is two-thirds complete, providing Netflix with an opportunity to reassess its approach to live sports.

Source Links

Yahoo Sports

By the Numbers

•Netflix has over 325 million global subscribers.
•The company is integrating MLB, NFL, and FIFA content into its platform.
•Chief Content Officer Bela Bajaria emphasizes the difficulty of changing viewing habits.
•The MLB deal reportedly cost Netflix around $60 million.
•Initial viewership for Netflix's MLB events was below 1% of its audience.

Latest Updates

4:06 AMYahoo Sports — Netflix’ Biggest Challenge Isn’t Buying Sports Rights, It’s Changing Viewing Habits It Created

What they're saying

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"Convincing millions of subscribers to abandon the on-demand habits that made Netflix the world's biggest streaming service may prove far more expensive than any rights agreement it ever signs." The post Netflix’ Biggest Challenge Isn’t Buying Sports Rights, It’s Changing Viewing Habits It Created appeared first on Barrett Media.
— Yahoo Sports

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