Netflix has ruled itself out of the bidding for the NRL’s next broadcast deal, as the sport prepares to negotiate a media rights agreement expected to exceed $4 billion.
A spokesman for Netflix confirmed to the AFR that the company would not bid for any of the National Rugby League rights. Its global sports executive, Brandon Riegg, had previously commented that Netflix – worth $US418 billion ($600 billion) – is interested in “marquee sporting events rather than entire seasons.”
Netflix had been one of the streaming services that was expected to bid for the long-term deal. Australian Rugby League Commission chairman Peter V’landys says will be finalised within three months.
Per the AFR, Riegg said it was unlikely to fit within Netflix’s strategy. “We can certainly look at it, but it’s probably more of a volume play. We’re not at the point where it makes sense for us. It runs a bit counter to the event size strategy we’ve been following,” Riegg said.
“Anytime those things come up, we certainly look at it, and sometimes the leagues are willing to create a package that makes the most sense for us.”
Riegg added that Netflix prefers to focus on “buzzy and unmissable” events rather than an entire season of a given sport. For example, since 2024, Netflix has aired high-profile sporting events, such as a boxing fight between Mike Tyson and Jake Paul.
“We need to curate sporting events that feel like they drive real urgency … because what you’re doing is you’re picking that over Bridgerton or Stranger Things on a given night,” Riegg said.
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