Why the NFL Still Rules the Attention Economy

Previous NFL previews: 2024 | 2023 | 2022

On most Sundays, America still gathers in one place: the NFL.

In 2024, 72 of the top 100 TV broadcasts weren’t the Oscars, the debates, or Taylor Swift specials — they were NFL football games. That dominance is staggering in a media world defined by fragmentation.

But the NFL isn’t just a sport. It’s a $100B media engine, a streaming test case, and the single most valuable programming block for TV networks. It moves ad markets, drives team valuations, and competes with presidential elections for attention.

Let’s break it down into 6 big questions:
1) How many people watch NFL games?
2) Did the presidential election steal attention from football?
3) What share of viewers stream the games?
4) Which teams move the needle?
5) How important is NFL football to the TV networks?
6) How valuable is a team in 2025?

How many people watch NFL games?

NFL average regular season viewership (Nielsen):
1) 2015 - 18.1M (↑ 3%)
2) 2016 - 16.5M (↓ 9%)
3) 2017 - 15.0M (↓ 9%)
4) 2018 - 15.8M (↑ 5%)
5) 2019 - 16.5M (↑ 5%)
6) 2020 - 15.6M (↓ 5%)
7) 2021 - 17.1M (↑ 10%)
8) 2022 - 16.7M (↓ 2%)
9) 2023 - 17.9M (↑ 7%)
10) 2024 - 17.5M (↓ 2%)

NFL average regular season viewership by network:
1) NBC - 21.6M (↑ 1%)
2) CBS - 19.2M (↓ 1%)
3) Fox - 18.4M (↓ 3%)
4) ESPN/ABC - 15.0M (↓ 14%)
5) Amazon - 13.2M (↑ 11%)

Did the presidential election steal attention from football?

Yes, but I expect the NFL to bounce back to 2023 numbers (≈18M).

% change in NFL viewership during presidential election years:
1) 2012 vs. 2011 - ↓ 5%
2) 2016 vs. 2015 - ↓ 9%
3) 2020 vs. 2019 - ↓ 5%
4) 2024 vs. 2023 - ↓ 2%

What share of viewers stream the games?

About 15-20% — well below the 30% average for cross-platform shows.

Flashback: What People Really Watch on TV in 2025

Streaming hours for NFL games (Entertainment Strategy Guy):
1) 2022 - 379M
2) 2023 - 559M (↑ 32%)
3) 2024 - 773M (↑ 28%)

Mr. Screens’ Crystal Ball:  Amazon delivered 88% of the audience for Thursday Night Football (TNF) that ESPN/ABC did for Monday Night Football (MNF).  By 2029, Amazon’s NFL coverage could outdraw ESPN.

Share of NFL games available through streaming:
1) 2024 - 54%
2) 2025 - 100%

Why it matters: The NFL is late to streaming — but once it tips, it tips big.

Which teams move the needle?

Top 10 by 2024 national TV viewership (Nielsen):
1) Detroit Lions - 22.7M
2) Dallas Cowboys - 22.5M
3) Kansas City Chiefs - 22.1M
4) Green Bay Packers - 21.1M
5) Baltimore Ravens - 21.0M
6) New York Giants - 21.0M
7) Chicago Bears - 20.9M
8) San Francisco 49ers - 20.3M
9) Buffalo Bills - 19.7M
10) Philadelphia Eagles - 18.8M

How important is NFL football to the TV networks?

The NFL makes up 7% of all linear TV time.

NFL share of linear TV time:
1) 2004 - 2.8%
2) 2014 - 3.6%
3) 2024 - 6.6% 

NFL share of linear TV time by network:
1) Fox - 63%
2) CBS - 40%
3) NBC - ≈33%

NFL share of top 100 TV telecasts (Nielsen):
1) 2018 - 61%
2) 2019-  73%
3) 2020 - 72%
4) 2021 - 75%
5) 2022 - 82%
6) 2023 - 93%
7) 2024 - 72%

Wow: The NFL is the only content able to hold an audience while at the same time adding 11% more weekly hours.

Hours per week of NFL games during season:
1) 2019 - 17.4
2) 2024 - 19.3 (↑ 11%)

How valuable is a team in 2025?

Estimated value for NFL teams (Forbes):
1) 2021 - $3.5B (↑ 14%)
2) 2022 - $4.5B (↑ 28%)
3) 2023 - $5.1B (↑ 14%)
4) 2024 - $5.7B (↑ 12%)
5) 2025 - $7.1B (↑ 25%)

Top 5 most valuable NFL teams:
1) Dallas Cowboys - $13.0B (↑ 29%)
2) Los Angeles Rams - $10.5B (↑ 38%)
3) New York Giants - $10.1B (↑ 38%)
4) New England Patriots - $9.0B (↑ 22%)
5) San Francisco 49ers - $8.6B (↑ 26%)

Bottom line: The NFL isn’t just America’s sport — it’s America’s last shared show. It dominates ratings, props up TV networks, and still has untapped upside in streaming. Team values continue to soar because media rights are the real engine.

What’s next: By the end of this decade, expect the NFL to be streaming first as it negotiates the next mega media rights deal. Major streamers (Netflix, YouTube, and Amazon) will offer both higher reach and more money than broadcast.