As Netflix continues to become a bigger player in the NFL, the company is making it clear that it wants more than just a typical broadcast partner.
The streaming giant is reportedly adding Pro Football Hall of Fame linebacker Luke Kuechly as its top NFL game analyst, according to Andrew Marchand of The Athletic. The move would give Netflix a recognizable football voice as it continues expanding its NFL coverage and building a presentation designed to compete with legacy sports broadcasters.
Kuechly is expected to make his debut alongside Noah Eagle when Netflix streams the Los Angeles Rams vs. San Francisco 49ers matchup from the Melbourne Cricket Ground in Australia on September 10. Eagle is expected to handle play-by-play duties for the game, according to Front Office Sports. The former Carolina Panthers star impressed Netflix executives during a recent audition, according to The Athletic, earning the opportunity to become the face of the streamer’s NFL broadcasts.
The move is notable because Kuechly represents a different path than many of today’s top NFL analysts. While quarterbacks such as Tom Brady, Tony Romo, and Troy Aikman have become major broadcast stars, Netflix is betting on one of the smartest defensive players of his generation. The eight-year pro played his entire career for the Carolina Panthers, stacking up numerous accolades, including the 2012 NFL Defensive Rookie of the Year, 2013 Defensive Player of the Year, seven Pro Bowls and All-Pro nods, and an induction into the Pro Football Hall of Fame next month.
The NFL Streaming Landscape Continues to Evolve
Netflix’s investment in Kuechly comes as the company continues expanding its NFL presence. This season, Netflix will carry its biggest NFL package yet, featuring five games across the schedule, including international matchups, Thanksgiving Eve, and Christmas Day games. The streamer is continuing to treat live sports as a major part of its future strategy, using marquee events to attract and retain subscribers.
But Netflix is not alone in chasing football fans. The NFL has continued spreading games across more streaming platforms, creating a new era where fans increasingly need multiple services to follow their favorite teams.
Other streaming platforms are changing their talent lineups and how games are presented. Peacock recently added another major NFL voice by bringing in Super Bowl-winning head coach Mike Tomlin as part of NBC Sports’ football coverage. Meanwhile, Amazon’s relationship with NBCUniversal for Thursday Night Football ended as NBC Sports expanded its partnership with YouTube.
While streaming has created more ways to watch football, it has also created frustration among fans. A recent study found that 93% of NFL fans believe watching football has become too expensive, highlighting growing concerns about the cost of following the league across multiple platforms. Instead of turning on one channel every Sunday, viewers are now navigating a mix of broadcast networks, cable channels, and streaming services.
For now, the NFL is one of the biggest prizes in the streaming wars, and the reported addition of Luke Kuechly shows that Netflix is approaching football differently than its legacy competitors. In addition to adding more games, the streamer is building a broadcast identity around former players, fresh voices, and a presentation designed for a streaming audience.
