According to Rosenblatt analyst Barton Crockett, Netflix Inc's (NASDAQ:NFLX) performance on Christmas Day streaming two NFL games bolstered the notion of more major sports migrating over time to streaming.
He found it positive for disruptive, sports-linked streamers, including Netflix and Amazon.Com Inc (NASDAQ:AMZN), and challenging for traditional TV networks.
The analyst flagged the drop in domestic ratings year-on-year as expected.
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Netflix tapped Nielsen for average minute audience domestic ratings that were 24.1 million for the first game, Chief-Steelers, and 24.3 million for the Ravens-Texans match, a Ravens blowout win (that featured the Beyonce halftime show, which reached peak viewership of over 27 million.
By comparison, last year, the Christmas Day tripleheader on TV drew 29.6 million viewers on CBS, 29 million on Fox, and 27.1 million on ESPN and ABC.
So, the Netflix games did not repeat the Tyson and Paul boxing match spectacle, which drove much more viewership than anyone expected (Netflix reported 108 million globally for the boxing match).
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The NFL game's audience was consistent with expectations for a typical dip in streaming versus TV.
Crockett noted that Netflix's international numbers will come out on December 31 as a meaningful step up.
The analyst found Netflix's P&L as constructive as it came close to covering the $75 million it paid in license fees for each game, plus other expenses (Beyonce reports speculating a $20 million cost) with ad sales.
Still, the economics look better for Netflix than TV, which licenses a full season of NFL games, looks to use the games to drive up retransmission and affiliate fees, and sees advertising covering only a portion of the license costs.
Price Actions: NFLX stock is down 0.30% at $904.82 at last check Monday.
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根據羅森布拉特分析師巴頓·克羅克特的說法，Netflix公司（納斯達克股票代碼：NFLX）在聖誕節那天直播兩場NFL比賽的表現增強了越來越多主要體育項目逐漸轉向直播的觀點。
他發現這對包括Netflix和亞馬遜公司（納斯達克股票代碼：AMZN）在內的顛覆性、與體育相關的主播來說是積極的，對傳統電視網絡來說則具有挑戰性。
該分析師表示，國內評級同比下降，符合預期。
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Netflix聘請了尼爾森的國內觀衆平均分鐘收視率，第一款遊戲《Chief-Steelers》的國內收視率爲2410萬，烏鴉隊與德州人隊比賽的收視率爲2430萬，這是烏鴉隊的井噴式勝利（其中包括碧昂斯半場秀，收視率達到了超過2700萬的峯值）。
相比之下，去年電視上的聖誕節三重頭戲在哥倫比亞廣播公司吸引了2960萬名觀衆，在福克斯吸引了2900萬觀衆，在ESPN和ABC吸引了2710萬觀衆。
因此，Netflix的遊戲沒有重演泰森和保羅的拳擊比賽奇觀，這場比賽吸引的收視率比任何人預期的要多得多（Netflix在全球範圍內報道了10800萬的拳擊比賽）。
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這場NFL比賽的觀衆與預期一致，即直播與電視相比通常會出現下降。
克羅基特指出，Netflix的國際數字將於12月31日公佈，這是一個有意義的進步。
這位分析師發現，Netflix的損益具有建設性，因爲它幾乎涵蓋了爲每款遊戲支付的7500萬美元許可費，以及廣告銷售的其他費用（碧昂斯報告推測成本爲2000萬美元）。
儘管如此，Netflix的經濟狀況仍好於電視台。電視台許可了整整一季的NFL比賽，希望利用這些遊戲來提高轉播和加盟費，並且認爲廣告僅涵蓋許可費用的一部分。
價格走勢：週一最後一次檢查時，NFLX股價下跌0.30％，至904.82美元。
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照片來自 Shutterstock。
