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Sunday, March 3, 2024

Would the NFL Ever Put Super Bowl On Pay-Per-View? Harris Poll Survey Says: Bad Idea

  • Only 28% of NFL fans said they would be very likely to purchase a PPV Super Bowl.
  • Almost 70% of NFL fans would try to watch a PPV Super Bowl without paying.
Feb 6, 2024; Las Vegas, NV, USA; The entrance to the locker room exhibit at the NFL Experience at the Mandalay Bay resort and casino.
Kirby Lee-USA TODAY Sports

The NFL is embracing streaming—both complementary and exclusive live broadcasts—more than ever before. This year, the AFC champion Chiefs’ playoff run started with a win over the Dolphins that was only available on Peacock, and 23 million viewers tuned in.

More streaming is no doubt on the way, but NFL commissioner Roger Goodell said this week that a streaming Super Bowl won’t happen under his watch. If the league were to one day take things to the extreme, though, and make the Super Bowl a pay-per-view event, the impact could be drastically negative, according to the results of a new exclusive Front Office Sports-Harris Poll

Seven in 10 self-described NFL fans (68%) said they would try to find a way to watch the game without paying (watching with someone they know or finding an illegal stream) if the Super Bowl went to PPV. Only 28% of NFL fans said they would be very likely to purchase a PPV Super Bowl, and just 10% of non-NFL fans said they would even be somewhat likely to do so.

When it comes to pricing, here’s how things shake out among fans willing to pay a one-time fee for the Super Bowl:

  • 11% would spend between $65 and $84.99.
  • 29% would pay between $35 and $64.99.
  • 31% would be only willing to fork over less than $15.

Given those data points, it shouldn’t be surprising that three-quarters (76%) of U.S. adults who are at least somewhat likely to purchase a PPV Super Bowl said they would try to split the cost by inviting other people to watch the game with them. Similarly, 70% of U.S. adults who are at least somewhat likely to buy a PPV Super Bowl said they would be more likely to watch the game somewhere besides their home (bar/restaurant or residence of someone they know).

This survey was conducted online in the United States by The Harris Poll from February 2, 2024 to February 5, 2024 among 1,079 U.S. adults, ages 18+.

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