| ||||||||||||||||||||||||||||||||
|
NFL Melbourne Game · September 10, 2026
23,847,163 Americans watched the NFL from Melbourne.
Half did it with a second screen open. Netflix carried the league’s first Melbourne game in the
United States. We watched what the country did with it, click by click, from pregame to final whistle.
| ||||||||||||||||||||||||||||||||
|
A regular season game
on a cricket ground. 8:35pm ET. Thursday night. 23.8M U.S. accounts.
The NFL had never played Australia. Netflix had never carried a Melbourne kickoff. Both questions came down to the same thing: would America stay up for a game played on the other side of the world, and what would they do while it was on.
| ||||||||||||||||||||||||||||||||
|
The night, by the numbers
| ||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||
|
Reach is any account with one second of stream. Average minute is accounts streaming at the same time, averaged across the game clock. 184,637 people joined Netflix in the 48 hours to kickoff and then watched.
| ||||||||||||||||||||||||||||||||
|
How fans arrived
First touch before the first Melbourne play, mutually exclusive. 75.9% started inside the app. Only 13.2% had to google their way in.
| ||||||||||||||||||||||||||||||||
|
Second screen
Half watched concurrently
with a second screen.
| ||||||||||||||||||||||||||||||||
 | ||||||||||||||||||||||||||||||||
|
Halftime
1.5M looked up the act
while the Jonas Brothers played.
That is 6.3% of everyone watching, searching a performance they were watching concurrently.
| ||||||||||||||||||||||||||||||||
|
The game clock
Final score 27-7.
No drama left in Q4.
The Rams went scoreless after early Q2. The fourth quarter drew 14.94M, down 5.2M from the second-quarter peak. Halftime out-drew every quarter of football.
| ||||||||||||||||||||||||||||||||
|
By market
LA and SF
drive viewership.
Top five DMAs by share of unique U.S. accounts. Index 100 = U.S. general population. New York holds 6.1% of the country and delivered 5.9% of the fans.
| ||||||||||||||||||||||||||||||||
|
Los Angeles vs San Francisco
San Francisco showed up
at 2.5x its size.
San Francisco is half the size of Los Angeles and delivered 73% of its fans. Market of residence, not team allegiance. Fandom does not stop at a DMA line.
| ||||||||||||||||||||||||||||||||
|
The raw material
One Unique ID.
One Thursday night. Crosswalk does not estimate the night. We see it.
Illustrative. One unique ID, one night, United States. Timestamps ET, raw host and path only. No personal data.
| ||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||
Behavioral Intelligence Engine
Source: Crosswalk unique ID clickstream, fully consented opt-in U.S. panel. n=41,847 panelists, projected to 23,847,163 unique U.S. accounts. September 10, 2026, 6:30pm pregame to 11:59pm ET.
| ||||||||||||||||||||||||||||||||
