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August 21, 2025
Around the world, fans increasingly search for clarity on how to watch NFL games. With rights scattered across linear TV and a growing mix of CTV platforms, many fans struggle just to find the action.
Nexxen’s Inside Live Sports report reveals the challenge: 59% of fans say they struggle to find where games are airing, and half admit they’ve even missed games because they didn’t know where to watch. Add subscription fatigue and a growing crowd of frustrated viewers, and it’s clear: fragmentation is sapping the fan experience, and with it, advertisers’ ability to connect.
At the same time, NFL fandom is evolving. Nexxen Discovery shows a +40% spike in highlight clips and memes on TikTok and YouTube, while fantasy football, betting and real-time stats drive second-screen behaviors during live games. Pop culture and celebrity-driven content are also bringing in new audiences. In short, NFL engagement is no longer confined to gameday. It’s now everywhere, all week long.
Football: The Anchor Sport
Despite the confusion, one sport unites audiences: football. It’s the top driver of CTV subscriptions, with fans making sure NFL games are part of their viewing lineup. At the same time, the NFL continues to dominate traditional TV with 78% of Gen X and nearly 40% of Gen Z still tuning in. Advertisers also benefit from unified reach, with ad campaigns running consistently across both linear and streaming environments. This combination makes NFL matchups like Sunday Night Football, the Playoffs, and the Super Bowl rare cultural moments where fans show up en masse across devices, platforms, and screens.
Fans are Ready for Ads
It’s not just about reach; it’s about resonance. Live sports fans, and especially superfans, are more responsive to advertising than the general population, driving the strongest lift in purchase intent. When campaigns are strategically placed around NFL content, brands can tap into that heightened responsiveness and convert passion into performance.
And emotion matters: ads that evoke warmth and happiness deliver the biggest lower funnel lift among live sports fans. Combine the NFL’s emotionally charged environment with creative that leans into family, camaraderie, or humor, and the impact multiplies.
Turning Fragmentation into Focus
The NFL provides the anchor moments where fans rally together, while fandom itself has expanded into a multi-screen, always-on experience. To meet fans wherever they’re engaging, whether during a live game, scrolling TikTok highlights or checking fantasy stats, brands need converged strategies that unify fragmented viewing and connect across screens.
For advertisers, this complexity is also the opportunity. By unifying campaigns across screens, aligning creative to different types of fans and tying activations to measurable outcomes, Nexxen helps brands turn evolving fandom into lasting impact.
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