YouTube to Stream 2025 NFL Season Opener Live and Free

YouTube has secured exclusive rights to stream the opening game of the 2025 NFL season live and free globally. The game, scheduled for September 5th, 2025, in São Paulo, Brazil, will be available on the YouTube app.

This partnership with the NFL signifies a major expansion of YouTube's Connected TV (CTV) offerings and solidifies its position as a key player in the sports broadcasting landscape.

A Milestone for YouTube's Sports Broadcasting Ambitions

This deal marks YouTube's first time as a live NFL broadcaster. It follows the platform's success with NFL Sunday Ticket broadcasts since 2023 and demonstrates growing viewer interest, with over 350 million hours of official NFL content consumed on YouTube last year.

“Last year, people spent over 350 million hours watching official NFL content on YouTube, so it’s both fitting and thrilling to continue to build our relationship with our partners at the NFL. Streaming the Friday night game to fans for free around the world will mark YouTube’s first time as a live NFL broadcaster – and we’ll do it in a way that only YouTube can, with an interactive viewing experience and creators right at the center of the experience.”

This partnership underscores YouTube's value as a content provider and positions it as a strong competitor to traditional television.

Enhanced Viewing Experience with Interactive Features

YouTube is developing platform-specific broadcast options for sporting events, including multi-view, which allows fans to watch multiple games simultaneously. The platform is also exploring creator content integrations, enabling viewers to watch games with creator commentary.

These features aim to create a more unique and engaging viewing experience, fostering community and connecting NFL fans with YouTube creators.

YouTube's Growing Dominance in the CTV Market

YouTube's rise as a leading CTV provider is significant for marketers. As the largest streaming video service in the U.S., YouTube offers the reach of traditional TV combined with the targeted advertising capabilities of digital platforms, potentially reducing costs while maximizing impact.

The performance of YouTube's NFL broadcasts and future event deals will be important to monitor as the platform continues to evolve its CTV offerings.