The Jake Paul vs. Mike Tyson boxing match, which was streamed live on Netflix in November 2024, drove the single largest one-day sign-up peak for Netflix's US operations that Ampere has ever observed. The event was widely marketed, and was credited by Netflix as driving a peak of 65m concurrent streams worldwide, and 38m streams in the US. Ampere's tracking through its 3m-strong US panel indicates that the streamer's gross additions reached nearly 2% the size of the company's domestic subscriber base over the 48 hours around the fight – equating to approximately 1.5m gross new US subscribers as a result of the event. Normal daily gross sign-ups for the streamer range between 30,000-130,000.

However, the effects on sign-up activity in international markets like the UK were more muted. In the UK, the event still drove a significant peak in new subscriber activity, but at less than a quarter the rate seen in the US. This highlights the challenge of sports for global streamers – a localised approach is necessary for maximum impact.

Ampere has more data about the impact of the event, subsequent retention of customers, and estimates of the likely monetisation of the match, published in our latest report. Ampere also has included data in the same report on the impact of the NFL Christmas Day matches, and from next week will have initial data on the effects that WWE’s debut has had on the streamer. While we cannot release this market-sensitive data publicly during the current month, please contact us if you would like to learn more about our tracking of subscription streaming services.