On December 25, 2024, Beyoncé headlined the NFL Christmas Day Halftime Show during the game between the Baltimore Ravens and the Houston Texans at NRG Stadium in Houston, Texas. This event marked a historic collaboration between the NFL and Netflix, with the streaming platform broadcasting live NFL games for the first time.
The halftime performance, dubbed the "Beyoncé Bowl," featured a dynamic setlist, including tracks from her latest album, Cowboy Carter, and classic hits. Special guests such as Post Malone and emerging country artists Tanner Adell, Brittney Spencer, Tiera Kennedy, and Reyna Roberts joined her on stage, delivering a memorable show that seamlessly blended genres and showcased Beyoncé's versatility.
According to Nielsen data, the live U.S. viewership peaked at 27 million during the halftime show, setting a record for Christmas Day NFL games since 2001.
In the following days, Netflix released the "Beyoncé Bowl" as a standalone special, which garnered nearly 50 million views within ten days, highlighting the global appeal of both the artist and the innovative partnership between the NFL and Netflix.
This unprecedented collaboration not only expanded the NFL's reach into the streaming domain but also reinforced Netflix's commitment to diversifying its content offerings. The success of the event has sparked discussions about the future integration of live sports and entertainment on streaming platforms, potentially reshaping how audiences engage with such events.
Beyoncé's performance received widespread acclaim for its production quality and artistic excellence, further solidifying her status as a global entertainment icon. The "Beyoncé Bowl" special remains available for streaming on Netflix, allowing fans worldwide to relive the groundbreaking performance.