Netflix’s Chief Content Officer Bela Bajaria emphasized the company’s strategic focus on identifying “unmissable” moments to create cultural and buzzworthy live events, particularly in sports. Bajaria highlighted that for Netflix, an event must feel like an appointment TV moment that sparks wide conversation, setting it apart from regular programming. She cited examples including the NFL’s Christmas Day game with a Beyoncé halftime show, the World Baseball Classic in Japan, and high-profile concerts like BTS in Seoul, illustrating the variety in Netflix’s event strategy.

During the 2026-27 NFL season, Netflix is broadcasting five key games, including the inaugural regular-season NFL game in Australia and the first-ever Thanksgiving Eve game. Bajaria indicated openness to acquiring a package of international NFL games if such an offering emerges when the league renegotiates media rights after the 2029-30 season. Although Netflix does not seek to obtain a broad range of NFL games, the company is interested in packages aligning with its event-driven approach, leveraging its global audience’s engagement.

Bajaria also discussed Netflix’s potential expansion into other global sports, confirming interest in bidding for the FIFA Men’s World Cup rights for 2030 and 2034. Netflix currently holds U.S. and Canadian rights for the Women’s World Cup in 2027 and 2031. The company is cultivating strong partnerships with sports organizations, aiming to blend live sports with the streamer’s broader entertainment portfolio to enhance cultural relevance and viewer engagement worldwide.

In addition to content strategy, Bajaria addressed evolving industry trends including content “ingestion” agreements, where Netflix might incorporate live programming from other streamers, similar to YouTube’s recent deal with NBCUniversal. Netflix’s ongoing collaboration with France’s TF1 and NBCUniversal reflects this willingness to explore innovative distribution models. Despite competition from platforms like YouTube, Bajaria affirmed Netflix’s commitment to its core model of investing in long-form TV series and films that resonate deeply with audiences, rather than shifting toward short-form or radically altering its business approach.