Observed Signal · Aug 21, 2026 · Market Research · Source: Cord Cutters News · Impact: 4/5 · Sentiment: Negative
Connected TV (CTV) & OTT Market: NFL Fans Face Nearly $150 Team Streaming Costs
A study by All About Cookies analyzing the 2026 NFL schedule finds that some in-market fans may need to subscribe to multiple paid streaming services — costing up to $147.88 — to watch every premium game involving their team. Overall, 44 of 272 regular-season games (about 16%) will be exclusive to paid platforms, with Prime Video, the ESPN app, Netflix and Peacock carrying significant portions of that slate. The study also estimates the cost to follow the entire league could be $737.83 for new customers and $920.83 for returning customers when combining YouTube TV, Sunday Ticket and additional services. The shift of marquee games behind paywalls has drawn political and regulatory attention, including comments from the FCC and a Justice Department antitrust probe into NFL media deals.
Streaming-exclusive sports rights and rising subscription fragmentation materially affect CTV/streaming economics, viewer reach and regulatory scrutiny (FCC, DOJ), making this significant for publishers, platforms, advertisers and rights holders.
Key Takeaways & Evidence Grounding
- A study from All About Cookies analyzed the 2026 NFL schedule and streaming distribution.
- Six teams (Green Bay Packers, Los Angeles Rams, Denver Broncos, Chicago Bears, Buffalo Bills, San Francisco 49ers) have the highest per-team premium-game streaming cost at $147.88.
- Overall, 44 of 272 regular-season games (about 16%) will be exclusive to premium cable or streaming platforms in 2026.
- All About Cookies estimates the cost to watch every NFL game could be $737.83 for new customers and $920.83 for returning customers when combining YouTube TV, Sunday Ticket and other services.
- Prime Video will carry 16 exclusive games, the ESPN app will carry 22 games, Netflix will carry 5, and Peacock will carry 1 exclusive game for the 2026 season.
Connected Companies & Entities
12 Entities mappedWarner Bros. Discovery
Global media owner spanning streaming, studios, publishing, gaming and ad sales.
“However, the CBS negotiations are currently on hold amid Paramount’s legal fight surrounding its proposed acquisition of Warner Bros. Discov...”
FOX
US media owner spanning broadcast, streaming, publishing and ad sales.
“FOX, meanwhile, recently said it does not plan to amend its current NFL deal before the 2029-30 opt-out window....”
FCC
US communications regulator operating licensing, filing and auction systems.
“The FCC has examined the movement of live sports to paid streaming services, while the Justice Department has launched an antitrust investig...”
Netflix
Streaming platform with subscription and advertising revenue.
“For the upcoming season, fans can stream games on Paramount+, Netflix, Prime Video, Peacock, ESPN App, NFL Sunday Ticket, and other paid pla...”
Verizon
US telecom incumbent monetising connectivity, TV and subscriber add-ons.
“Verizon is giving eligible customers free access to NFL Sunday Ticket from YouTube....”
Peacock
Hybrid streaming platform monetised through subscriptions and advertising.
“For the upcoming season, fans can stream games on Paramount+, Netflix, Prime Video, Peacock, ESPN App, NFL Sunday Ticket, and other paid pla...”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“For the upcoming season, fans can stream games on Paramount+, Netflix, Prime Video, Peacock, ESPN App, NFL Sunday Ticket, and other paid pla...”
Paramount
Media owner spanning streaming, TV networks and film studios.
“For the upcoming season, fans can stream games on Paramount+, Netflix, Prime Video, Peacock, ESPN App, NFL Sunday Ticket, and other paid pla...”
CBS
US broadcast, news and sports media network with digital streaming.
“CBS currently pays about $2.1 billion annually, while the NFL has reportedly sought a substantially higher figure in exchange for extending ...”
YouTube
Video platform monetising audiences through ads, subscriptions and creator tools.
“All About Cookies estimates that new customers could spend $737.83 this season on YouTube TV, Sunday Ticket, and the additional services nee...”
National Football League (NFL)
Commercial engine behind the NFL’s media, streaming and data assets.
“The NFL season is getting more expensive for fans who want to keep up with every game....”
The Walt Disney Company
Global media owner spanning streaming, sports, studios and advertising.
“For the upcoming season, fans can stream games on Paramount+, Netflix, Prime Video, Peacock, ESPN App, NFL Sunday Ticket, and other paid pla...”
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