Netflix and Disney+ are locked in a high-stakes battle for exclusive Super Bowl streaming rights, signaling a new phase in the streaming wars as both platforms unveil major original content.
Netflix and Disney+ have ignited a fierce competition over exclusive Super Bowl streaming rights, with negotiations intensifying in February 2026 as both platforms announce major new content releases, according to Variety and The Hollywood Reporter.
The battle for the Super Bowl, traditionally the most-watched television event in the United States, marks a pivotal moment in the ongoing streaming wars. Industry insiders say the National Football League (NFL) is seeking to expand its digital footprint, opening the door for streaming giants to enter the lucrative live sports market.
Historically, broadcast networks like CBS, NBC, and Fox have held exclusive rights to air the Super Bowl. However, shifting viewer habits and the explosive growth of streaming have prompted the NFL to reconsider its media strategy, as reported by The Wall Street Journal.
Streaming Platforms Eye Live Sports
The NFL’s decision to entertain streaming-only bids for the 2027 Super Bowl comes after Amazon Prime Video’s successful Thursday Night Football deal and Apple TV+’s foray into Major League Baseball, according to Reuters.Netflix, which has historically focused on scripted content, made its live sports debut in 2025 by streaming the Netflix Cup golf tournament. Now, the company is aggressively pursuing marquee live events to diversify its offerings and boost subscriber growth.
Disney+, leveraging its parent company’s ESPN brand, is positioning itself as a natural home for major sporting events. Disney executives told The Hollywood Reporter that integrating the Super Bowl into Disney+ would be a "game-changer" for the platform’s global reach.
Major Original Content Announcements
Amid the Super Bowl negotiations, both Netflix and Disney+ have unveiled ambitious slates of original programming for 2026. Netflix announced new seasons of its hit series "Stranger Things" and "The Witcher," as well as a high-budget adaptation of the video game "The Legend of Zelda."Disney+ responded with its own lineup, including a new "Star Wars" limited series, a Marvel Cinematic Universe crossover event, and the highly anticipated animated film "Moana 2." Variety reports that both platforms are investing billions in content to capture and retain subscribers.
Subscriber Growth and Market Share
According to data from Statista, Netflix ended 2025 with 282 million global subscribers, while Disney+ reported 197 million. Analysts at Morgan Stanley predict that the winner of the Super Bowl streaming rights could see a 10-15% surge in new sign-ups.The competition has also sparked aggressive marketing campaigns. Netflix launched a global advertising blitz, emphasizing its growing live event portfolio. Disney+ is offering bundled deals with Hulu and ESPN+ to attract sports fans and families.
Industry Analysis and Expert Opinions
Media analysts say this battle represents a turning point for the streaming industry. "Live sports is the final frontier for streaming platforms," said Jessica Reif Ehrlich, an analyst at Bank of America, in an interview with CNBC.Experts note that securing the Super Bowl would not only drive subscriptions but also provide valuable advertising revenue. The 2025 Super Bowl generated $650 million in ad sales, according to Ad Age, a figure expected to rise if streaming platforms can offer targeted, data-driven ads.
Challenges and Risks
Despite the opportunities, streaming the Super Bowl poses significant technical and financial challenges. Ensuring seamless delivery to tens of millions of simultaneous viewers requires massive infrastructure investments. Outages during past live events have drawn criticism and highlighted the risks.There are also concerns about accessibility. Traditional broadcast TV remains free-to-air for many households, while streaming services require subscriptions and reliable internet access. Advocacy groups have urged the NFL to ensure the Super Bowl remains widely available.
Regulatory Scrutiny
The Federal Communications Commission (FCC) is reportedly monitoring the negotiations, according to The Wall Street Journal. Regulators are considering whether exclusive streaming deals could limit access or create anti-competitive dynamics in the media landscape.Consumer groups and some lawmakers have called for hybrid distribution models, allowing both streaming and traditional TV broadcasts. The NFL has yet to announce its final decision, but sources suggest a deal could be reached before the end of the first quarter.
What’s Next in the Streaming Wars
As the Super Bowl negotiations continue, industry observers expect other streaming platforms—such as Amazon Prime Video, Apple TV+, and Peacock—to intensify their bids for live sports rights and original content.The outcome of the Super Bowl rights battle will likely set a precedent for future sports and entertainment deals. It could reshape how millions of viewers access the biggest events, accelerating the shift from traditional TV to digital platforms.
For now, subscribers and sports fans await the NFL’s decision, which could be announced as early as March 2026. The streaming wars are entering a new era, with live events and exclusive content at the center of the fight.
Sources: Variety, The Hollywood Reporter, The Wall Street Journal, Reuters, CNBC, Statista, Ad Age.
Sources: Information sourced from Variety, The Hollywood Reporter, The Wall Street Journal, Reuters, CNBC, Statista, and Ad Age.