NFL's Standalone Windows Strategy Puts Sunday Ticket and RedZone at Risk

The NFL’s move to standalone windows for Sunday games is a double-edged sword. On one hand, it enhances the viewing experience by reducing the clutter of overlapping games. On the other, it risks devaluing products like Sunday Ticket and RedZone, which depend on a high volume of games to attract subscribers.

Historically, Sunday Ticket was marketed as a way to watch up to 13 out-of-market games every Sunday. However, the league’s current schedule has only two weekends—Week 2 and Week 3—where 13 Sunday afternoon games are available. The introduction of the Sunday morning international slate in Week 4 reduces the number of games further, while byes beginning in Week 5 carve away one or two games each weekend. By Week 16 (Christmas week), there are only eight Sunday afternoon games.

This decline in game inventory directly impacts the appeal of Sunday Ticket and RedZone, both of which thrive on the frenzy of multiple games happening simultaneously. Despite this, the NFL remains optimistic. During a 2026 schedule conference call, NFL Media executive VP and COO Hans Schroeder noted,

We . . . had our highest number of Sunday Ticket subscribers ever. . . . We also had the highest year of RedZone ever, from a viewership perspective.

The NFL’s strategy of expanding standalone windows will only exacerbate the issue. With the potential addition of an 18-game regular season—including an extra bye per team—there will be 20 weekends for 288 games instead of 18 weekends for 272. This further dilutes the weekly game inventory. The league’s plan to host 16 annual international games will also pull more content away from Sunday afternoons, leaving Sunday Ticket and RedZone with fewer games to showcase.

As the NFL continues to reallocate games into new windows, one potential solution could be expansion. While no official plans have been announced, adding more teams could help fill the growing demand for content across all windows. Until then, the league must balance its scheduling priorities to preserve the value of its premium products.