Netflix’s Chief Content Officer Bela Bajaria outlined the company’s strategy for live sports and event programming, emphasizing the importance of “unmissable” cultural moments to define their approach. Bajaria highlighted that Netflix seeks buzzy, appointment-viewing events that generate conversation and cultural impact, rather than simply acquiring broad sports packages. This philosophy aligns with earlier remarks from co-CEO Ted Sarandos and has led Netflix to focus on select NFL games and other distinctive live events globally.

Netflix recently secured global rights to several high-profile NFL games for the 2026-27 season, including the first-ever regular-season game in Australia and notable holiday matchups such as Thanksgiving Eve and Christmas Day games. Bajaria indicated that while the streamer is not interested in acquiring a large package of NFL games, it would be open to acquiring international NFL games if the league offers such packages in the future, particularly as the NFL renegotiates its media rights after the 2029-30 season. International expansion fits well with Netflix’s global audience and sports programming ambitions.

In addition to NFL content, Netflix is also eyeing opportunities with FIFA’s Men’s World Cup in 2030 and 2034, building on its existing rights to the Women’s World Cup in 2027 and 2031. Bajaria spoke about broadening live event content beyond traditional sports, including concerts and unique cultural moments such as major celebrity performances and extreme sports events. This diverse event strategy aims to create compelling, must-watch experiences that resonate beyond typical sports viewership.

Bajaria also discussed Netflix’s openness to new content distribution models, such as “ingesting” live streams from other broadcasters, similar to YouTube’s recent deal with Peacock. Netflix’s partnership with France’s TF1 and ongoing collaborations with NBCUniversal illustrate this flexible approach. Despite growing competition from YouTube and other short-form platforms, Bajaria affirmed Netflix’s commitment to its core focus on film and TV storytelling, rejecting the idea of shifting toward short-form content to chase younger audiences.