Sunday February 9th, Super Bowl LIX at the Caesars Superdome in New Orleans, was a landmark event in NFL history. It pitted the defending champion Kansas City Chiefs – on the verge of an unprecedented 3rd straight Super Bowl victory – against the The Philadelphia Eagles, the runner-up in the big game just 2 seasons earlier. The Eagles put on a dominant display, storming to a decisive 40-22 victory, ending the Chiefs’ hopes of a “three-peat” in spectacular fashion.
While the on-field action was captivating, the event also highlighted significant trends in global viewership, particularly in online streaming across the United States, the United Kingdom, and Europe.
Streaming Platforms That Broadcast Super Bowl LIX
With several NPAW clients broadcasting the big game globally, this indicates the international growth and widespread appeal of the NFL. This year’s Super Bowl was broadcast nationally in the U.S. on FOX and FOX Deportes, with streaming options available on several platforms.
FOX Sports app and the ad-supported Tubi platform were primary streaming options in the U.S. The NFL’s own app and website also carried the game, allowing users with an NFL+ subscription to watch on mobile devices.
Tubi’s involvement was particularly notable as it marked the first time the free streaming service, owned by Fox, streamed the Super Bowl. Early data estimates that almost 14 million viewers watched on Tubi. The move reflected the trend of cord-cutters and budget-conscious viewers gravitating toward free, ad-supported services.
Other paid streaming services, including Hulu + Live TV, YouTube TV, and FuboTV, also carried the Super Bowl as part of their live sports offerings.
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Viewership Numbers and Trends
Super Bowl streaming has been on the rise for years. In 2023, 21.8 million U.S. viewers streamed the game, up from 17.9 million in 2022. With streaming services making the game more accessible than ever, initial reports suggested that this year’s online audience likely surpassed the previous record.
Fox Sports claims an average of 126 million people watched the game. According to Time Magazine, Fox reported a record peak audience for this Super Bowl, with over 135 million viewers.
Playtime and Audience Engagement
The Super Bowl’s net playtime this year was 74 minutes and 57 seconds—the longest in Super Bowl history. Extended playtime often correlates with greater ad revenue, increased engagement, and more opportunities for interaction on digital platforms.
Halftime performances also play a significant role in audience retention. This year, Kendrick Lamar headlined the halftime show, with special guest SZA, setting a new record with more than 133.5 million viewers domestically. This surpassed Michael Jackson’s 1993 Super Bowl performance. Viewers who streamed the game also used secondary media platforms, including Twitter, Instagram, and TikTok, to share real-time reactions, further increasing engagement.
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Super Bowl LIX in Europe: Streaming Services and Reach
The growing demand for American football outside of the United States has led to broader international streaming options. European viewers had several platforms to choose from to watch the big game, reflecting the NFL’s global expansion efforts.
United Kingdom and Ireland
Fans in the UK had multiple ways to stream the game. ITVX, ITV’s streaming service, provided free access, making the game more accessible to a wider audience. Sky Sports, with its paid subscription model, offered in-depth coverage, analysis, and higher-resolution streaming for those looking for premium content. In Ireland, Virgin Media Player also streamed the game for free.
Germany, Austria, and Switzerland
This year marked a major broadcasting shift in Germany, Austria, and Switzerland as RTL Group replaced ProSieben as the official broadcaster of the Super Bowl. RTL aired the game live, while DAZN continued to offer paid streaming services for those looking for an online alternative.
Spain
Spanish viewers could watch the game via Movistar Plus+, a leading pay-TV provider. Movistar also offered online streaming, ensuring that Spanish NFL fans had flexible viewing options. Fans in Spain could also watch it online via DAZN, as the streaming provider further solidified its position as a top sports streaming OTT provider across several countries in Europe.
France
In France, the Super Bowl was broadcast on M6, a free-to-air channel, while beIN Sports offered subscription-based coverage. The presence of both free and premium options helped cater to both casual viewers and dedicated fans.
Italy
Italian viewers could tune in via Mediaset’s Italia 1, which provided free access to the Super Bowl. DAZN also streamed the game for Italian audiences, reflecting its growing role as a major sports streaming provider in the country.
Scandinavia and Poland
Scandinavian countries had diverse options for streaming. TV 2 Sport provided coverage in Denmark, VGTV aired the game in Norway, and TV4 Media offered streaming in Sweden and Finland. In Poland, Polsat broadcasted the Super Bowl for the first time, with additional streaming options available through Polsat Box Go and DAZN.
The Future of Super Bowl Streaming
The continued rise in streaming numbers suggests that digital platforms will play an even bigger role in Super Bowl broadcasts in the coming years. However, ensuring a seamless, high-quality experience remains a major challenge.
The presence of the Super Bowl on a wide range of streaming services across the U.S. and Europe demonstrates how the NFL is adapting to changing consumer habits. More fans are choosing to stream the game instead of relying on cable, making it crucial for providers to optimize their platforms for peak live event traffic.
Internationally, the increasing number of European streaming services broadcasting the Super Bowl reflects the NFL’s efforts to expand its global audience. With sports streaming technology continuing to evolve, the next Super Bowl will likely see even higher digital viewership, stronger streaming quality, and greater accessibility for fans worldwide.