Netflix Wants More NFL Games And It's Raising Prices to Pay for Them

Netflix is pushing to expand its National Football League (NFL) package from two games to four, targeting the league's new Thanksgiving Eve window and an international game, according to a Wall Street Journal report. The streamer is in the final year of a three-year deal to air NFL games on Christmas Day.

The NFL is working to renegotiate media rights across all current partners ahead of the 2026 season, carving mini-packages of four to five games for streaming buyers. YouTube and Amazon, which already broadcasts Thursday Night Football, are pursuing similar expansions. Sports Business Journal reported in February that YouTube was an early leader for a four-game package.

The push comes the same week Netflix raised subscription prices across all three tiers. The ad-supported plan climbed $1 to $9 per month. Ad-free plans now start at $20, up $2. Password-sharing fees increased to $7 for ad-supported subscribers and $10 for ad-free.

Netflix told investors it expects $51 billion to $52 billion in revenue this year, with price increases and advertising growth both driving the number. The dual strategy is deliberate. Higher ad-free pricing pushes more subscribers toward the ad-supported tier, where Netflix generates revenue twice per user through a vertical stack it now owns end to end.

The NFL expansion has one wrinkle. John Ourand at Puck reported that Netflix's MLB Opening Night broadcast last week included make-good ads after its Christmas Day NFL games underdelivered on demo guarantees to advertisers. More games solve the reach problem. Whether Netflix's ad infrastructure can close the targeting gap is a separate question the upcoming upfront cycle will answer.