×

Super Bowl: Netflix Traffic Fell 20% in First Half, But Then Bounced Back to Normal Levels

Sunday’s Super Bowl evidently pulled Netflix subscribers away from the streaming video service early in the game — but as the Seattle Seahawks padded their lead over the Denver Broncos, Netflix usage returned to regular levels, according to an analysis of Internet traffic patterns during the game.

Netflix usage dropped as much as 20% during the first half of Super Bowl XLVIII and stayed well below average through the halftime show, according to an analysis of nine U.S. markets by network-equipment maker Procera Networks. Then, after it was clear the rout was on, Netflix traffic returned to normal numbers during the second half, the company said, and continued within expected ranges after the end of the game.

SEE ALSO: Netflix Threatens to Provoke Subscriber Protests If ISPs Block Traffic

Fox offered a free live stream of the Super Bowl, available on computers and tablets, and between 0.5% and 1.2% of active broadband subscribers accessed the feed, peaking at about 7% of overall traffic volume on some networks, Procera found. The halftime show headlined by Bruno Mars was the most-viewed portion of the stream, according to the firm.

According to early Nielsen figures, Fox’s Super Bowl telecast delivered near-record-setting viewership, with strong ratings in markets including New York, Seattle, Denver and Kansas City.

SEE ALSO: Netflix Video Usage More Than 10 Times Amazon and Hulu Combined

Netflix is the single-biggest source of broadband traffic in North American, representing 31.6% of all downstream Internet traffic during primetime hours last fall, according to a study from Sandvine, another vendor of network-management gear.

Popular on Variety

More Digital

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

  • Former head of CAA China Peter

    Peter Loehr to Spearhead Asia Expansion of Genies Avatar Venture (EXCLUSIVE)

    Peter Loehr, the former head of CAA in China, and seasoned music executive John Possman have been tapped by digital avatar company Genies to lead its expansion into Asia. The company’s proprietary avatar technology allows users to express ideas, thoughts and feelings in a different way from text, audio and video. Within the app and [...]

  • Tim Connolly - Quibi

    Quibi Head of Partnerships and Advertising Tim Connolly Departs

    Tim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the mobile TV subscription startup founded by Jeffrey Katzenberg. Connolly’s exit comes eight months ahead of Quibi’s planned April 2020 debut. A Quibi rep declined to comment on his departure, which was first reported by Business [...]

More From Our Brands

Access exclusive content