NFL expands digital content offering in renewed YouTube deal

Exclusive NFL Film gameday series and extra in-game highlights included.

NFL expands digital content offering in renewed YouTube deal

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  • NFL Game Day All-Access averages 1.6m views per episode
  • Football league previously struck YouTube TV carriage deal
  • NFL’s 32 franchises to continue original video content distribution

The National Football League (NFL) is adding more exclusive content and in-game highlights to its official YouTube channel as part of a renewed partnership with the global video-sharing platform.

Among the exclusive content available via the NFL’s YouTube channel is the second season of NFL Game Day All-Access, the behind-the-scenes, gameday series produced by the league’s NFL Films content arm.

The series averaged 1.6 million views per episode during its debut season, featuring wired sound from a number of players and coaches including Kansas City Chiefs quarterback Patrick Mahomes.

In addition to NFL Game Day All-Access, fans will be able to view game previews, in-game highlights, post-game recaps and more episodes from other exclusive content series including NFL Explained. Subchannels including NFL en Español, NFL Films, and NFL Throwback will also distribute content during the 2020 season.

The NFL, which now has more than 6.6 million subscribers on YouTube, increased its following by 1.5 million during the 2019 campaign. All 32 NFL clubs also actively programme their own official YouTube channels, using the platform to distribute original content.

By comparison, the National Basketball Association (NBA) boasts 14.7 million YouTube subscribers. Spanish soccer giants FC Barcelona are the next most-popular sports property on the platform, having recently surpassed ten million subscribers.

“YouTube continues to be an important partner in accessing millions of highly engaged fans around the world” said Blake Stuchin, the NFL’s vice president for digital media business development.

“We look forward to providing fans with more exciting content, from game previews and recaps of every game, to growing franchises like NFL Explained as well as the second season of NFL Game Day All-Access.”​

The expanded partnership continues the NFL’s digital content push for the 2020 season. Earlier this month, the NFL struck a carriage deal with YouTube TV that gives subscribers access to the NFL Network’s live games and on-demand content.

Meanwhile, the NFL’s Los Angeles-based Rams and Chargers outfits have also partnered with YouTube’s parent company Google. That tie-up sees the internet giant integrate its cloud computing technology into the teams’ newly built US$5 billion, 70,000-capacity SoFi Stadium.

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