The live-stream of the fight between retired boxing legend Mike Tyson and social media star Jake Paul aired on Netflix last week and was a hit, reaching 65 million simultaneous streams, according to the streamer. However, the broadcast – which was free to all Netflix subscribers – received negative reviews, as tech glitches occurred during the live event, with the platform crashing repeatedly for many viewers.

Jill McDonald, president of M&K Media, says that typically live sports and major events are still in the testing and initiation phase on streaming platforms, adding that this marks a significant milestone in Netflix’s evolution as a live entertainment hub, even despite the technical issues.

“It looks like Netflix got what they were looking for in terms of scale of audience, although the experience was not optimal for some viewers and was lagging/blurry. Which is disappointing for fans who tuned in. However, it was a free event to access, whereas in the past it cost a lot of money for the viewer to buy pay-per-view.”

McDonald notes the opportunity to integrate advertisers was missed. “Watching the fight on the weekend, it felt like there was some dead air and opportunity for a natural break for ads and good opportunity for advertisers. That could be in the form of spots or even sponsorship opportunities,” McDonald notes. The live broadcast did not include commercial breaks, but sponsor promotions were visible throughout the event. The replay for ad-supported plan subscribers, however, did include ads.

Andrew Butts, GM of Ontario and West at Cossette Media, also credits the high number of views Netflix received during the fight as a win. He says that modern streaming events, such as the fight, have been experiencing impressive reach, almost on par with other major live events, like the Superbowl, which represents a big opportunity for advertisers. 

“The challenge [in a fragmented media-scape] becomes finding innovative ways to unite global audiences and create cultural moments that resonate across all platforms,” he says. “The opportunity is in re-imagining audience unification, and finding ways to aggregate cross-platform events, seamlessly connecting linear, and digital environments… Similarly, we need to lean into unimissable experiences that break down the platform barriers [and] create that “where were you?” moment.”

Jeff Thibodeau, president of PMX Canada (part of Publicis Media), says the Tyson-Paul fight, which was streamed exclusively on Netflix, presented a unique opportunity to attract new ad-level subscribers to the platform. “From an advertising perspective, live-event and tentpole programming are increasingly viewed as premium opportunities to connect with consumers. These must-watch events draw mass audiences in an otherwise fragmented media landscape, making them critical tools for advertisers seeking broad reach and engagement.”

According to him, while broadcast platforms are usually able to resolve technical issues that arise, advertisers should approach live-streamed mega-events with a clear understanding of the risks. “Technology strain during high-demand events remains a potential challenge, and while platforms are improving their infrastructure, flawless execution is not yet guaranteed. Proper preparation for audience scale and system load is essential, but advertisers should proceed with eyes wide open to the possibility of disruptions,” he says.

Advertisers also face other challenges with streamers beyond tech glitches, Thibodeau adds. “With the exception of Prime Video, most OTT platforms remain heavily reliant on subscription (SVOD) revenues rather than ad-based models. This dynamic can limit advertisers’ exposure to the full audience of live events.”

Netflix’s foray into live sports streaming is part of a broader strategy the streamer has been pursuing to attract more audiences and expand its content offering. The Tyson-Paul fight came on the heels of other live events the platform has streamed since 2023, including the Chris Rock and Joe Rogan comedy specials, The Netflix Cup golf tournament and The Netflix Slam tennis event, as well as a Love Is Blind reunion special.

The streamer is also planning to broadcast two NFL games live on Christmas day as part of its new three-year deal with the league, with Beyoncé performing during the halftime show. WWE’s flagship weekly live show, Raw, will also move to the platform in January.

“Looking ahead, the challenge for streamers in live sports, will be to master the viewing experience so they don’t lose these subscribers, and they begin to make the experience feel like a trusted place to watch live sports. Viewers don’t want to feel nervous that there ‘could’ be a glitch in the experience, you can’t have a do-over or pause with live sports,” Thibodeau says.