Take That, Critics! Comcast Says Its NFL Wild Card Exclusive on Peacock Was the Biggest Live-Streamed Event in U.S. History

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Despite plenty of bitching and moaning about the game only being available via streaming, it was 6% more watched than last season's prime-time AFC Wild Card contest

AFC Wild Card
(Image credit: Getty Images)

Comcast said its exclusive presentation Saturday on subscription streaming service Peacock of the NFL Wild Card matchup featuring the defending champion Kansas City Chiefs beating the fleet-footed Miami Dolphins drew the biggest live-streaming audience in U.S. history.

Citing Nielsen data, Comcast said the game averaged 23 million viewers, reaching a total of 28 million watchers. The game drew a 6% bigger audience than last year's primetime AFC Wild Card contest, which had a "total average delivery" of 21.8 million viewers across NBC, Peacock, NBC Sports Digital and NFL Digital.

Comcast, the top U.S. ISP, also said the internet itself on Saturday experienced a high-water usage mark for a single day, with the game consuming 30% of the massive traffic. 

Comcast reported more than 30 million paid Peacock subscribers as of the end of September. Notably, however, the company didn't disclose how many new Peacock signups it netted Saturday. 

Comcast's NBCUniversal division paid the NFL $110 million to put the NFL playoff game exclusively on Peacock. And the media company drew notable blowback from pundits and fans, displeased that the widely anticipated game wasn't available on either free over-the-air broadcast or linear pay TV.

But Comcast, NBCU and Peacock ended up big winners, attracting record attention -- and usage -- for a SVOD platform that had, until recently, been only a bit player in the Streaming Wars. 

“From NBC Sports and Peacock to the Comcast team, our entire company worked seamlessly to plan for this game and executed flawlessly to deliver a streaming experience with the NFL on a scale that’s never been done before. It’s a very proud moment,” said Comcast Chairman and CEO Brian Roberts, in a statement.

Added NFL Commissioner Roger Goodell: “We couldn’t be prouder of our partnership with Peacock and are thrilled with the results of the first-ever exclusively live streamed NFL playoff game. To best serve our fans, we need to ensure games are available to them as their viewing habits change and this includes digital distribution as we continue to help shape the future of the sports and entertainment industry.”

Daniel Frankel
Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!