Heavyweight streamer Netflix in a surprise negotiation now looks to upset the NFL TV/video business dynamic by securing two high-profile exclusive live Christmas Day games, according to reports.

A Netflix representative did not return messages from Television News Daily by press time. 

The in-process negotiations are one reason, according to analysts -- which is why the NFL has been delaying the release of its 2024-2025 NFL schedule for all TV rights holders.

Executives suggest, however, that Netflix's motive in making a splash with two high-profile NFL games is not a change in policy with regard to live sports, but a continuing effort to selectively air live sports events. 

Last October, Netflix aired a live golf competition -- The Netflix Cup -- featuring Formula 1 drivers/athletes in competition.

Streamers continue to make inroads into exclusive NFL game. Last year, two streaming platforms made exclusive deals.

Amazon was reported to have paid $100 million for an exclusive day-after-Thanksgiving "Black Friday" game -- featuring the New York Jets vs. the Miami Dolphins. Then, NBCUniversal’s Peacock had an exclusive, first-round “wild card” game between the Kansas City Chiefs and the Miami Dolphins, paying $110 million for the game.

In March of this year, the NFL confirmed that Amazon will begin to air wild-card NFL playoff games as part of its multi-year contract with the league.