The 2023/24 Premier League season was a landmark year for NBC, setting several records and becoming the most-watched season in the league’s US history. This article delves into how NBC achieved this feat, highlighting key games and platforms that contributed to this success.
The record-breaking viewership stretched throughout the campaign all the way to its final day. The coverage of “Championship Sunday” alone averaged 3 million viewers across various platforms. These included four channels broadcasting games in English, two more in Spanish, and audiences across Peacock - which had coverage of every game on Sunday.
Six out of seven most-viewed games in Premier League history happened during this season. The draw between Manchester City and Arsenal became the most-watched game for the Premier League in American history with over 2.12 million people watching across NBC’s English- and Spanish-language platforms.
Record- breaking viewership statistics in every aspect
Average match window viewership increased by 4% from last season setting a new record with a Total Audience Delivery (TAD) averaging at 546,000 per match window - an increase from previous record set during 2015/16 campaign when TAD was at 541,000.
Two exclusive Peacock broadcasts held an Average Minute Audience (AMA) of over one million people: Arsenal vs Liverpool early February and March’s Manchester Derby. In total, Peacock saw a surge of streamed minutes by up to 28% more than it did during previous season.
While live broadcasts were crucial for driving up numbers, NBC's coverage extended beyond just fixtures. During April's celebrations at Nashville's Premier League Fan Fest hosted by NBC saw record fan attendance while their social media accounts on Facebook, Instagram and Twitter experienced video views jump by an impressive 122% and engagement rose by 79%. NBC also totaled 200 million video views on its YouTube content.
Peacock's big impact on viewership
Peacock, NBC streaming platform, played a significant role in the record-breaking season. This was the fourth full season when NBC put games on Peacock, including many exclusive contests. Despite concerns that exclusivity might affect viewership negatively, eight games exclusive to Peacock averaged 800,000 viewers - four times as many as last season for the streaming platform.
As it enters the third year of a six-year deal with Premier League to be the league’s broadcast home in the United States, these records are positive signs for NBC's future. The success of this past season indicates that their investment is paying off. With title race being a major driving force for league's popularity in 2023/24, increased title competition and drama in races for top four spots will likely continue to boost viewership numbers over next four years.
