Thanksgiving is the most concentrated week in sports television. In 2025, three record-breaking NFL games averaged 44.7M viewers, and NFL placements on CTV home screens generated $10.49M in $MPV™ across the window. Looper Insights analysed two years of Thanksgiving sports placements across major CTV devices to find out who led the window, and what separates the services that win it.
The 2026 window brings nine sports, seven days and Netflix’s first Thanksgiving NFL game. The home screen has never been more contested.
Inside the Report
The Record to Beat – Thanksgiving Day 2025 drew 103.4 billion minutes of US TV viewing, with sport as the engine. What does that audience mean for the value of the home screen in 2026?
What 2024 Taught Us – Hero placements proved their worth, with FuboTV’s seasonal creative setting the benchmark at MPV™ 24. What made it work?
What Changed in 2025 – The NBA arrived at Thanksgiving scale, generating $3.48M in $MPV™. Why did device penetration become the defining lever?
Where Sports Found New Ground – From the NHL to UEFA, the window proved bigger than game day. Which sports and devices delivered meaningful returns beyond the NFL?
Lessons for 2026 – Netflix, the NBA Cup, Formula 1 and the Premier League all compete for the same home screens. What should rights holders, streaming services and CTV device operators do now?
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