Beyonce will join Netflix (NFLX.US) NFL for the first time, and the "combination punch" is expected to attract 10 million viewers in Q4.

Netflix (NFLX.US) will step into live broadcasting of NFL games for the first time this Christmas, with popular singer Beyonc set to make a major appearance at halftime. This is a big deal for the American company that has made significant investments in sports and large-scale event broadcasts. In May of this year, Netflix acquired the broadcasting rights for two NFL games on Christmas Day. Following the live broadcast of the highest-rated boxing match in history, Netflix suddenly announced this news. Beyonc will perform songs from her latest album, "Cowgirl Carter's Incorporated," during the game between the Houston Texans and the Baltimore Ravens. Netflix stated that she is expected to invite "special guests," but did not provide details. The company said in a statement, "Your Christmas wish has come true." Netflix, the world's largest video streaming platform, is making efforts to attract more viewers and inject vitality into its nascent advertising business. The boxing match between Mike Tyson and Jake Paul last Friday attracted a record-breaking 65 million viewers, despite widespread complaints about technical glitches. Sports programs are considered the most valuable live programming in the world. Netflix executives have long advocated for the idea of an event on Christmas that could attract millions of viewers simultaneously. In the US, very few live events can match the appeal of the NFL to viewers or advertisers, with the NFL consistently dominating the highest TV ratings for live programs in America. On December 25th, the Super Bowl champion Kansas City Chiefs will face off against the Pittsburgh Steelers, followed by the Houston Texans and Baltimore Ravens continuing the game. This will be Netflix's first live broadcast of a football game. According to Bloomberg Intelligence, this series of grand events, along with the release of the second season of "Squid Game" on December 26th, is expected to attract 10 million viewers in the fourth quarter. Netflix will also expand its market by bringing WWE programs, including Raw and Smackdown, starting in January 2025.