Netflix Scores Big: Beyoncé Set To Headline NFL Christmas Halftime Show

Beyoncé will headline the halftime show for the first-ever NFL Christmas Gameday broadcast live on Netflix Inc NFLX.

The highly anticipated performance will occur during the second game of Netflix’s Dec. 25 broadcast when the Houston Texans host the Baltimore Ravens at NRG Stadium at 4:30 p.m. ET.

Beyoncé’s return to her hometown of Houston marks the first live performance of songs from her Grammy-nominated album, “Cowboy Carter.”

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Beyoncé’s own Parkwood Entertainment, in collaboration with Jesse Collins Entertainment, is producing the event.

Beyoncé previously headlined the Super Bowl XLVII in New Orleans on Feb. 3, 2013, reuniting with her former bandmates from Destiny’s Child, Kelly Rowland and Michelle Williams. That was the second most-watched halftime show at the time.

She returned to the Super Bowl stage for Super Bowl L on Feb. 7, 2016, joining Coldplay and Bruno Mars in Santa Clara, California, where an impressive 115.5 million viewers tuned in to watch her get into “Formation.”

The specifics of her upcoming performance remain under wraps.

The NFL’s Christmas Day events will feature two exclusive marquee games on Netflix. At 1 p.m. ET, the Kansas City Chiefs, reigning Super Bowl LVII champions, will face off against the Pittsburgh Steelers.

This will be followed by the 4:30 PM ET game between the Baltimore Ravens and the Houston Texans. Consistent with the NFL’s holiday tradition, the games will also air on broadcast TV within the local markets of the competing teams and can be streamed on U.S. mobile devices through NFL+.

Last week, Netflix achieved a significant milestone, revealing that its ad-supported tier now reaches 70 million monthly active users just two years after its launch. This tier has quickly gained traction, with over 50% of new sign-ups opting for the ad-supported option, driven by its affordability and popularity in available markets.

Analysts view Netflix’s strategic shift toward live and ad-supported content as a key growth driver. Bank of America highlighted its focus on ads, gaming, and live sports (i.e., Mike Tyson vs. Jake Paul) as significant strengths.

At the same time, Macquarie noted hits like Squid Game 2 and NFL broadcasts will boost user engagement despite potential challenges in monetizing the ad tier internationally.

JPMorgan noted Netflix’s move into NFL broadcasts as a strategic play to boost engagement and attract a broader audience. According to the analysts, the streaming giant’s venture into live sports could increase subscriber retention and generate significant advertising revenue. By partnering with major brands like FanDuel and Verizon, Netflix aims to capitalize on the high viewership of NFL games, positioning itself as a critical player in live sports streaming.

Price Action: Netflix stock is down 0.97% at $816 at last check Monday. The streaming giant’s stock surged 76% year-to-date.

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