# Netflix's live sports bet hinges on unmissable moments

> Netflix's content chief explains why the streamer won't chase every sports package, and what it's really after instead.
- Title: Netflix's live sports bet hinges on unmissable moments · CNBC
- Summary: Netflix's content chief explains why the streamer won't chase every sports package, and what it's really after instead. Netflix defines live sports success…
- Keywords: netflix, bela bajaria, live sports strategy, nfl, streaming, media rights, event television, fifa world cup, youtube competition, content strategy, business, finance
- Source: CNBC — https://cnbc.com/2026/09/17/netflix-bela-bajaria-live-sports-event-strategy.html
- Author: Alex Sherman
- Published: 2026-09-17T10:00:01+00:00
- Read time: 2 min
- Topics: netflix, bela bajaria, live sports strategy, nfl, streaming, media rights, event television, fifa world cup, youtube competition, content strategy, business, finance
## Netflix hunts for unmissable moments
Netflix Chief Content Officer Bela Bajaria says the streamer's live sports strategy focuses on finding games and tournaments that feel like cultural events, not just regular programming.

> The thing about an event is it's buzzy, cultural, zeitgeist, that really sort of unmissable moment.
## What counts as an event for Netflix
Netflix considers Christmas Day NFL games with Beyoncé halftime shows, the World Baseball Classic, and even Alex Honnold climbing Taipei 101 as events worth broadcasting.
## Sunday Night Football doesn't fit the mold
Bajaria joked that Netflix won't pursue massive NFL packages like NBC's Sunday Night Football, which has been the most popular primetime program for 15 consecutive years.
## Netflix's current NFL slate
Netflix is airing five NFL games in the 2026-27 season, including the first-ever regular-season game in Australia, a Thanksgiving Eve game, two Christmas Day games, and a Week 18 playoff-deciding matchup.
## International NFL games could appeal
Netflix said it would be open to bidding on a package of international NFL games if one becomes available when the league renegotiates media rights after the 2029-30 season.
## Netflix eyes FIFA World Cup rights
Netflix confirmed interest in bidding on the FIFA Men's World Cup in 2030 and 2034, building on its existing rights to the Women's World Cup in the U.S. and Canada for 2027 and 2031.
## Testing content from other streamers
Netflix is exploring whether it could ingest live content from other media companies into its platform, similar to YouTube's deal with Peacock, starting with a test partnership with France's TF1 Group.

> The business is changing.
## NBCUniversal as a natural partner
Bajaria noted that NBCUniversal already partners with Netflix on films and sports production, making ingestion deals with them a natural next step for both companies.
## Netflix won't chase short-form video
Despite YouTube's 14.2% streaming market share versus Netflix's 7.8%, Bajaria said Netflix will stick to TV series and movies rather than compete in short-form video.
## Great stories still connect with young viewers
Bajaria rejected the notion that young people only watch short content, saying Netflix will continue investing in authentic, high-quality film and TV that resonates across all ages.

> When we make things for young people that they feel are really authentic and great, they will come.
## Key takeaway

Netflix defines live sports success through cultural moments and appointment viewing, not volume, which means selective bidding on marquee events like international NFL games and World Cups.