one step further
Netflix’s grip on audiovisual content remains unmatched. With the world’s largest subscriber base steadily growing beyond 260 million, the platform has begun testing new formats that blend sports content with live events. These experiments hint at a future where sports and live programming play a central role in shaping how the service reaches audiences in seasons to come.
The company initially approached this shift with caution, then steadily embraced greater ambition and diversity each year. It has rolled out a steady stream of documentaries that pull back the curtain on major sports competitions. This trend has included series such as Break Point (tennis), Full Swing (golf), and Formula 1: Drive to Survive, and this year the slate expands with LaLiga 24, a series focused on the top tier of Spanish football.
one step further
More recently, Netflix began exploring live broadcasts as a new frontier. Following the strong reception to documentary formats in November, the service produced and released Netflix Cup, a golf-themed event that served as a first, informal foray into live competition. It did not adhere strictly to traditional golf rules, and several participants were not professional golfers, with Formula 1 drivers like Carlos Sainz among the attendees.
That event blended athletic motivation with nods to notable recent achievements, a mix that resonated with viewers who are typically drawn to feature films and series. Since then, the company has continued to develop formats designed for live streaming and aimed at keeping subscribers engaged, especially those who come for cinematic content yet still want the thrill of real-time sports moments.
Nadal-Alcaraz in Las Vegas
A major test with live broadcasting is on the horizon: a charity exhibition between Rafael Nadal and Carlos Alcaraz slated for March 3 at the Mandalay Bay Stadium in Las Vegas. All signs point to more opportunities as Netflix secures rights and looks toward a broader live program strategy. A high-value collaboration in the works involves a long-term deal for a weekly live show, expected to air for three hours every Monday, under a RAW format associated with a well-known global entertainment brand. This marks a bold push into ongoing live entertainment consumption on the platform.
While the WWE connection does not fit the strict definition of a sport, it commands a large live audience and high engagement. The live format carries substantial investment and signals Netflix’s willingness to diversify beyond cinematic titles. The recent leadership changes in the company related to its film division have not slowed progress; instead, the platform moved quickly to secure new live rights and expand its live programming slate.
Raw, WWE’s flagship show, has a substantial following and historical significance, having debuted in 1993 and serving as a proving ground for major film stars. The live offering is set to reach audiences in the United States, Canada, the United Kingdom, and Latin America, complementing other live-format programs such as SmackDown and NXT to broaden the platform’s live sports and entertainment footprint.
global current
Netflix is not alone in pursuing live sports streaming. The trend is widely recognized across major platforms. Amazon Prime has secured rights to Thursday Night Football, valued at around a billion dollars annually. Apple TV has expanded with Friday Night Baseball and Major League Soccer, reflecting the growing appetite for live sports on streaming services. Netflix even tested live sports broadcasts in 2022 and explored television rights ventures, though ESPN ultimately secured Formula 1 in the United States for broad distribution.
These strategies illustrate a larger aim: to surpass traditional networks by delivering exclusive live sports content on streaming platforms, drawing subscribers who crave both high-end storytelling and real-time athletic moments, while reducing reliance on conventional broadcast models.