Todd Spangler Ny Research Miami city Kansas City audience reports record exclusive Digital Citi Todd Spangler Ny Research Miami city Kansas City

Peacock’s Streaming-Only NFL Wild Card Game Drove Record 2.8 Million Sign-Ups, Research Firm Estimates

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Todd Spangler NY Digital Editor NBCUniversal‘s Peacock deal to exclusively stream the NFL‘s AFC Wild Card matchup between the Kansas City Chief and the Miami Dolphins delivered an end-zone spiking TD for the streamer, according to new data.

NBCU already claimed the Jan. 13 playoff game was the biggest live-streamed event in U.S. history — delivering an average audience of 23 million viewers.

Per the media company, the Chiefs-Dolphins livestream accounted for 30% of internet traffic during the game. It was the first time an NFL playoff game was available nationally only on streaming (although it was also broadcast on NBC local stations in Kansas City and Miami markets).

While NBCU didn’t quantify the lift in Peacock subscriptions the game yielded, a new report from research firm Antenna puts a number on it: Based on its preliminary analysis, the company estimates Peacock saw a total of 2.8 million sign-ups over NFL Wild Card Game weekend.

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