Netflix is making more streaming history, again demonstrating the power of its strategy based around sports and big events.
Measurement agency Nielsen said that Happy Gilmore 2 on Netflix generated 2.9 billion viewing minutes during its premiere weekend, from July 25–27. That figure represents the largest single-week viewing total in the history of Nielsen’s Streaming Top 10 rankings. While Netflix has released some of its own first-party data around the movie, including 46.7 million views in those first three days of release, the third-party affirmation from Nielsen further attests just how much of a hit the movie has been.
While obviously not live sports, the Adam Sandler–led movie nonetheless had a number of prominent sports tie-ins based around its golf theme, including cameos from many pro players and huge real-world demand for the Gilmore character’s hockey-stick-shaped putter. Part of the film’s plot line, meanwhile, mirrored the ongoing LIV Golf–PGA Tour situation.
By both external and internal measures, Happy Gilmore 2 has had the biggest U.S. opening for any film on Netflix, as well as the best streaming performance for any Sandler movie.
Insights Into the Strategy
The Happy Gilmore 2 success further shows Netflix’s thinking around having big, must-see content on its platform. In sports, the streamer has generally shied away from larger, more recurring rights deals spanning multiple years and has instead pursued more event-based agreements, such as its NFL pact for Christmas games and the FIFA women’s World Cups in 2027 and 2031.
During Netflix’s last quarterly earnings report, the company reaffirmed that strategy.
“We remain focused on ownable, big, breakthrough events, because our audiences really love them,” said Netflix co-CEO Ted Sarandos. “Anything we chase in the events space or in the sports space has got to make economic sense as well. We bring a lot to the table, and the deals that we make have to reflect that.”
That thinking is again in the works as Netflix closes in on obtaining rights to MLB’s Home Run Derby, an event currently shown by ESPN. Notably, Netflix has an existing relationship with T-Mobile, the title sponsor of that event and a provider of technology and fan experiences around the home-run-hitting contest. T-Mobile subscribers on many of its plans receive Netflix for free.
