Netflix's MLB debut included "make-good" ads from NFL shortfalls
NBC Sports • • sports
Key Points:
- The 2026 Major League Baseball season opener was streamed on Netflix, marking the platform's continued investment in live sports content.
- Netflix's MLB broadcast included "make-good" ads to compensate advertisers for underperformance during its Christmas NFL doubleheader, which fell short of promised viewer numbers in the 18-54 demographic by 18%.
- The Christmas NFL games attracted 19.9 million and 27.5 million viewers respectively, but Netflix lacked live sports content between Christmas and the MLB season opener, limiting ad placement options.
- Advertisers preferred their compensation ads to run during live sports events, leading Netflix to use the MLB season opener for these make-good ads.
- As Netflix selectively acquires rights to major sporting events rather than full packages, challenges in meeting advertising guarantees and scheduling make-good ads may become more frequent.
