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Netflix’s latest worldwide wager is a menu of programming designed to feed the building fútbol frenzy that will explode in mid-June, when the FIFA World Cup begins. They might even win some Stateside converts ahead of the platform’s presentation of the CONCACAF Gold Cup and Nations League finals in 2027 and 2029.

“We say our goal is to entertain the world; in order to [do that], we need to entertain every single country” where Netflix has a presence, says Francisco Ramos, the streamer’s vice president of original content, Latin America. “Our superpower is that we’re so deeply rooted into local storytelling, then that becomes global.

“Netflix is uniquely qualified at building global audiences” for international sports content, he says. “We are very conscious and deliberate about it.”

Not that original sports content is anything new for the streamer; its first-ever original international series, “Club de Cuervos,” was a Mexican dramedy about a soccer club. But this salvo is precision-guided to hit as about 5 billion viewers get hyped for the global tournament.

“Four years ago, during the World Cup, we launched [an Argentine] documentary called ‘Sean eternos: Campeones de América’ [‘Captains of the World’], and it was massive, and then Argentina ended up winning a few months later,” says Ramos. “Right now, as the World Cup arrives, it’s very passionate.”

It’s not just Latin America that’s being targeted with new programming: There’s a trio of documentaries about Jamie Vardy, Liverpool’s 2005 Champions League-winning team and footballer-turned-actor Vinnie Jones under the “Untold UK” banner; “Poldi,” on German superstar Lukas Podolski; and “The Bus: A French Football Mutiny,” about the national team’s rocky 2010 World Cup journey.

A scene from “USA ’94: Brazil’s Return to Glory.”

(Netflix)

The World Cup-contending squad

For fans, the slate offers documentaries on landmark moments in Cup history (“USA ’94: Brazil’s Return to Glory”), superstar players (“Emi Martínez: The Kid Who Stops Time” and “James”) and even up-and-comers in a prestigious amateur tournament in Brazil (“The Root of the Game”).

But for the uninitiated, apart from the streamer’s FIFA soccer simulation game coming this summer, the gateway drug may be “Ronaldinho: The One and Only.” The doc spotlights one of the most improvisational and dynamic players ever, soccer’s Magic Johnson. The legendary attacking midfielder was a wizard on the pitch and a charisma machine off it.

“Ronaldinho retired from soccer [in 2018], and he’s still in the mainstream. He has 80 million followers on Instagram,” says Luis Ara, director of “Ronaldinho” and “USA ‘94.” “You have [superstars Lionel] Messi and Neymar [da Silva Santos Júnior] talking about him like he’s God.

“He was always so cool … for him, it was not only about winning a game; it was also about entertaining the people.”

Scripted offerings include the feature “Mexico ’86,” starring a wildly hustling Diego Luna. It’s a nasty comedy about the wheeling and dealing (and outright bribery) that landed Mexico the right to host its second World Cup. Non-soccer fans might enjoy the snarky dialogue and bare-knuckled machinations — it plays like a Spanish-language, soccer-themed “Succession” or “Marty Supreme.”

“Brazil ’70: The Third Star” is a miniseries about that country’s campaign to win a third World Cup, led by a name even non-fans know: Pelé. Rodrigo Santoro stars as Coach João Saldanha.

“Brazil was in the midst of the dictatorship; they had to somehow generate some sort of national pride,” says Ramos. “The only thing that unites Brazilians 100% is their team. It becomes this compelling thing about how society is so intertwined with sports, and how sports are so intertwined with politics in Latin America.”

Soccer superstar Ronaldinho Gaúcho is interviewed in the new Netflix documentary “Ronaldinho.”

(Netflix)

Is converting new American fans a realistic goal?

When soccer is the No. 1 sport in so many nations, why isn’t it bigger here?

It might have to do with the U.S. not having been a major player on the world stage, at least on the men’s side. The men’s team’s highest World Cup finish in the modern era is the quarterfinals in 2002, while U.S. women’s teams have won a record four World Cups. But the men have qualified for the tournament this year — which will be played partially in the States — and analysts say the team has improved, though they’re no one’s favorites to win it all.

Ramos says if American audiences stop seeing it as a competition between football and fútbol, they might come to appreciate soccer’s nuances.

“Take a look at the last 20 minutes of the World Cup four years ago, between France and Argentina. It’s the most extraordinary, beautiful art of people moving, and moving in extraordinary coordination. It’s like, the most-watched online thing ever.”

Beyond Netflix’s big bet on the World Cup slate, it’s not hard to get Ramos and Ara to make further wagers on this year’s tournament.

“Four teams have huge chances to win: Spain, France, Argentina and Brazil,” says Ara. “My heart is with Uruguay, but I don’t know if we’re gonna have a chance. Because of my bond with Brazil nowadays, I wish they could win again. A player once said to me, ‘Brazil is the second national team for any fútbol supporter.’ ”

“Oh my God, I will get in trouble,” says Ramos. “I’m Mexican, and it takes place in Mexico [and the U.S. and Canada], but … I’m gonna go with Argentina. My No. 2 would be Brazil.”

The television industry has changed dramatically over the last decade, but one tradition that won’t die is the annual gathering of ad-buying execs in Manhattan to hear the pitches of networks and streamers looking to sell their commercial time.

This past week’s lavish presentations, known as the upfronts, included the usual array of big-name actors (Arnold Schwarzenegger and Jennifer Lopez), NFL legends (Tom Brady and Mike Tomlin) and “Real Housewives,” past and present.

Jennifer Lopez and Brett Goldstein speak onstage during the 2026 Netflix Upfront at Sunset Pier 94 Studios on May 13.

(Dimitrios Kambouris/Getty Images for Netflix)

The selling buzzwords are far different from the days when the presentations were a vehicle for networks to boast about their ratings and present new program line-ups. The 2026 upfronts talked a lot about “connections” and “community” as the personalized nature of TV viewing brought on by streaming video-on-demand has been fully integrated into the buying and selling of commercials.

“Three of us could be watching the same show, maybe at a different time, maybe at the same time, but receive very different advertising based on what ad technologies, know about us as an audience segment,” said Josh Mattison, executive vice president of digital revenue pricing, planning and operations for Walt Disney Co. “The old model would be, hey, did 10 million people watch this ad? 
I think the new model is, which 10 million people watch this ad.”

Here’s a sampling of what ad executives were seeing and hearing this week:

Using new ad tools that target viewers

Every company presentation touted advancements in the ability to target consumers now that advertising has become the main source of revenue growth in the streaming business. They also played up new services — such as NBC’s Performance Insights Hub — providing advertisers with up to date information on the effectiveness of their advertising so they can adjust accordingly.

Streamers can take the consumer research collected by advertisers and align them with the viewing habits of their subscribers. The data are analyzed in a secure room to protect consumer privacy.

Netflix doesn’t ask subscribers for personal information in the sign-up process, as it can discourage people from buying the service. But the company does use the viewer habits on the platform to help advertisers reach the customers they seek.

“We are seeing where there is overlap and use that to help our advertisers target better,” Amy Reinhard, president of advertising for Netflix, told The Times. “It’s all based on viewer preferences.”

Every company is turning to AI to respond to the needs of advertisers. NBC now offers them the chance to insert commercials that relate to the action seen on the screen during live sports events.

Creators are going mainstream

YouTube’s annual upfront gatherings used to have the feel of an alternative show business universe, with personalities who built their rabid followings on the streaming platform far away from the audiences for traditional TV.

Now creators such as the sports stunt group Dude Perfect have their own studios. Beast Industries, the corporate home of MrBeast, held its own invitation-only breakfast for marketing executives at a high-end New York venue . YouTube stars, such as Jesser, are landing shows on other platforms.

At YouTube’s presentation at Lincoln Center, longtime favorites such as “Call Her Daddy” podcast mogul Alex Cooper and “SubwayTakes” host Kareem Rhama appeared on stage to announce new projects on the platform, looking more like established show producers rather than social media renegades.

Ten years ago, YouTube advertisers had to worry about their spots running next to Islamic State videos. Now it’s become common for marketers to embrace YouTube stars and fully integrate products and messages into their programs.

“When creators talk about your products on YouTube, viewers are 13 times more likely to search for your brands and five times more likely to buy,” said Paul Downey, president of Americas & Global Partners for YouTube.

Mary Ellen Coe, chief business officer for YouTube, told The Times that advertisers can determine if a creator is right for their brand by looking at audience numbers, subscriber data and comments from their communities of fans. But many have their own personal focus groups at home that introduce the hottest YouTube personalities.

“Most of these advertisers have children and teenagers and they go nuts for them,” Coe said.

YouTube is the most watched TV platform according to Nielsen, accounting for nearly 13% of all TV viewing. But that share is much higher among younger consumers.

“My kids don’t watch TV — they watch YouTube,” said Anthony Pedalino, vice president and head of media investment at the ad buying firm Giant Spoon. “So I think this is a bit of future proofing.”

Other companies are seeking creators for their platform.

Amazon Prime Video introduced an alternative feed of some of its NBA games on its streaming platform Twitch, which will turn them into a “CreatorCast.” The streamers who are regulars on the site call the action live in an effort to bring in younger fans. The format will be used in WNBA games in the league’s new season.

Fox touted its creator initiative that develops programs for Tubi, the company’s fast-growing ad-supported streaming platform that now has 100 million active users. The company also has a partnership with TikTok to support creators who want to turn their short-form clips into full-length programs.

There’s always room for comfort food

Amid all the innovations in ad buying and audience measurement presented during the week, many of the programs and personalities offered up by the major networks and streamers were extremely familiar.

“They may be resigned to the fact that people are going to go to emerging platforms for more niche and esoteric programs,” Pedalino said.

Oprah Winfrey made an entrance on the Beacon Theatre stage to promote the move of her podcasts to Amazon Prime Video.

Disney rolled out the cast of “Scrubs” to announce another 10-episode order of the early 2000s sitcom for Hulu. The series had a successful reboot as Gen Z viewers continue to devour vintage programs. Amazon Prime announced “The Greatest,” a Michael B. Jordan-produced mini-series on legendary heavyweight fighter Muhammad Ali, not exactly uncharted territory.

Fox introduced a reboot of “Baywatch,” which was canceled after a single season on NBC in 1990, but went on to become a worldwide hit in syndication over the decade that followed. The slow-motion shots of toned lifeguard bodies running into Venice beach waters are coming back without a hint of irony.

Netflix brought out the set of “Pop Culture Jeopardy” at its presentation at Sunset Pier 94 Studios, NBC previewed comedies with proven prime time stars and touted its 100th anniversary which will be celebrated with an old-fashioned variety special later this year.

Netflix picked up the rights to three more NFL contests amid government scrutiny over the migration of games from free TV to streaming.

The NFL’s first-ever regular season game in Melbourne, featuring the Los Angeles Rams and the San Francisco 49ers, will stream Sept. 10 on Netflix, the company announced Wednesday at its upfront presentation in New York. Netflix will present another NFL game first on Nov. 25 with a Thanksgiving eve game between the Rams and the Green Bay Packers at SoFi Stadium.

The streamer is also picking up a Saturday game in the final week of the regular season. With the Christmas double header Netflix has carried since 2024, the additions bring the total to five games next season.

The five games were a part of ESPN’s NFL package. ESPN relinquished the rights after the league took a 10% stake in the Walt Disney Co.-owned entity.

It was widely believed throughout the sports media business that all five games would go to streamers, split between Netflix and YouTube. But the other two will go to Fox, an international game that will air in the morning in the U.S., and NBC.

The two additional games are going to its traditional TV partners after politicians in Washington, including President Trump, raised concerns about the number of NFL contests that are moving off broadcast and behind streaming paywalls.

The Wall Street Journal reported last week that Fox Corp. Chairman Emeritus Rupert Murdoch visited Trump at the White House in February to warn how traditional TV networks could be priced out of the NFL due to competition from deep-pocketed streamers.

The Department of Justice has also inquired about whether the NFL is violating the antitrust status given to leagues when their teams collectively negotiate TV rights deals.

An NFL executive familiar with the deal who was not authorized to comment publicly said the added broadcast games are not related to the issues raised in Washington. “We always are looking for ways to increase reach at the benefit of our fans,” the executive said.

In recent years, the NFL has carved out a number of games from the broadcast packages to sell to Netflix and YouTube. Those games primarily come out of the regional Sunday afternoon games carried on Fox and CBS.

But the NFL makes the case that it offers 87% of its games on free over-the-air television than any other major sport. Games sold to streamers are still made available on the local TV stations in the local markets of the teams that are featured.

Questioned about his father’s meeting at the White House, Fox Corp. Executive Chairman Lachlan Murdoch told Wall Street analysts on Monday there is no tension between the league and his company, which has carried the NFL since 1994.

Murdoch also said there have been no new negotiations with the NFL, which has expressed a desire to redo its current media rights package that runs through the 2032-33 season but has an opt-out in 2030. Murdoch has previously said the company is paying fair market value in its current deal.

In addition to the international game in Week 10, Fox is getting an extra Saturday game in Week 15.

The NFL believes its product is undervalued in light of the massive $76-billion, 11-year contract the NBA entered with NBC, Amazon and ESPN last year. The NFL is in the middle of an 11-year deal that pays the league $110 billion for games that provide much higher ratings.

The league has also said the move to streaming in recent years — which includes putting the Thursday Night Football package on Amazon Prime Video — is necessary to reach younger viewers who are not watching traditional TV. The Thursday games are made available on free TV in the local markets of the teams featured.

The NFL does have the right to renegotiate with CBS before that opt-out due to the network’s transfer of ownership. CBS parent Paramount was acquired by Skydance Media last year.

The NFL and CBS are not close on the new deal. The league is looking to increase the network’s fee from $2.1 billion a year to $3 billion, according to people familiar with the discussions who were not authorized to comment.

The NFL is currently a break-even proposition for CBS at the current price.

But the NFL is at a significant advantage as the broadcast networks and their affiliated stations are dependent on the league, which provides a vast majority of the highest-rated programming on TV. NFL games give major leverage to TV station groups when they are negotiating new carriage deals from cable and satellite providers.