• Loading stock data...
Sunday, October 26, 2025
Want a chance to win $250 and free FOS gear? Take our quick reader survey. Take the survey here

YouTube’s Revised NFL Game Rating Still Has Fox, ESPN Execs Upset 

YouTube revised its data from its NFL game on Sept. 5, but that’s hardly the end of the debate around the broadcast.

Amanda Perobelli/Reuters via Imagn Images

The already-fractious debate over viewership of YouTube’s NFL game on Sept. 5 has taken another major turn as the streamer has revised its audience figures, reigniting tensions around the measurement.

Four days after initially announcing a global audience of 17.3 million for the Chiefs–Chargers game from Brazil, YouTube disclosed late Friday an adjusted figure of 19.7 million. 

The new breakdown includes U.S. viewership of 18.5 million and 1.2 million elsewhere around the world. The company said the update became necessary after discovering “an internal technical issue” in its metrics.

“A subset of legitimate views were not categorized as actual views. As a result, the viewership numbers for this game were undercounted,” YouTube said in a blog post. “We’ve revalidated the numbers with Nielsen, after providing them with the updated first-party data. This is an unfortunate situation, and we’ll do better next time.”

The change only appeared to reignite frustration from other NFL rights holders, particularly Fox and ESPN. 

Those two networks have repeatedly criticized YouTube’s use of a custom, non-accredited measurement for the game—one not conforming to Nielsen’s newly introduced Big Data + Panel process.

In his latest broadside against YouTube, Fox Sports president of insights and analytics Mike Mulvihill likened the audience revision to Donald Trump’s attempts to change Georgia voting results in the 2020 U.S. presidential election.

“So what are we going to do here folks? I only need 11,000 votes,” Mulvihill tweeted, parroting Trump’s comments at the time to Georgia’s secretary of state Brad Raffensberger. “Fellas, I need 11,000 votes. Give me a break.”

ESPN SVP of research Flora Kelly, another sharp critic of the YouTube metrics, retweeted Mulvihill’s comment.

YouTube and Nielsen have not fully detailed why they were not able to align with the audience measurement used by other NFL rights holders.

The new U.S. audience for the NFL Brazil game beats last year’s comparable presentation on NBCUniversal’s Peacock by 30%. Considering the subscription-based model for Peacock and the free availability of YouTube, though, the higher figure remains a disappointment and is still well below the league’s streaming record of more than 24 million seen on Netflix last Christmas

The YouTube situation is the lone hiccup in what was a banner Week 1 of viewership for the NFL, with each of the other networks posting historic audiences to start the season.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

September 21, 2025; Santa Clara, California, USA; NFL commissioner Roger Goodell before the game between the San Francisco 49ers and the Arizona Cardinals at Levi's Stadium

NFL Fall Meeting: 7 Big Topics Among Team Owners 

Media, facilities, and labor highlight some of the key areas of concern.
Fred Warner

Most of the 49ers’ Record Cap Number Isn’t on the Field

The 49ers are winning despite ranking 31st on spending on active players.
Rob Manfred

Canada Could Get MLB Expansion Team, Manfred Says

The league has noted fast-rising fan interest north of the border. 
Ohio State Buckeyes running back Isaiah West (32) runs the ball in the second half at Camp Randall Stadium on Saturday, Oct. 18, 2025 in Madison, Wisconsin

NIL Has Birthed a Third-Party Cottage Industry—and It’s a Mess

There’s no limit to how much players can make from NIL deals.

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
exclusive

Some ESPN Producers Fed Up With McAfee’s ‘Diva’ Behavior: Sources

The “College GameDay” host has powerful allies.
Oct 20, 2025; Toronto, Ontario, CAN; Toronto Blue Jays first baseman Vladimir Guerrero Jr. (27) celebrates after defeating the Seattle Mariners in game seven of the ALCS round for the 2025 MLB playoffs at Rogers Centre.
October 22, 2025

Blue Jays Game 7 Clincher Draws Record TV Audience

LCS viewership rises, with historic totals posted in Canada and Japan.
ESPN
October 22, 2025

‘Inside the NBA’ Keeps Irreverence Intact in ESPN Debut

The foursome were back together ahead of Wednesday’s doubleheader.
Sponsored

How HOKA is Reimagining the NIL Relationship

Fans can now follow their favorite golfers and experience every marquee moment at the Ryder Cup — thanks to innovation from T-Mobile.
Marc Stein
exclusive
October 22, 2025

Marc Stein Joins Amazon NBA Coverage

The role resembles one Chris Mortensen did for Amazon’s NFL broadcasts.
October 22, 2025

NFL Tries to Revive Pro Bowl Games by Moving It to Super..

The event will be held in San Francisco during Super Bowl week.
October 22, 2025

Amazon Plans to Stream NFL Black Friday Game Globally—for Free

The Bears-Eagles contest will be shown in more than 240 countries and territories.
October 22, 2025

NFL Ratings Are Up Big, and League Says It’s More Than Nielsen..

The league is seeing its best viewership in 10 years so far this season.