Ravens-Cowboys Game Sets NFL Record for International Viewership

The Baltimore Ravens' 34-31 victory over the Dallas Cowboys in Brazil has set a new NFL record for international-game television viewership, providing another indication of the league's growing global audience.

The game, played in Rio de Janeiro on Sunday, averaged 24.9 million viewers on CBS, according to Nielsen data reported September 30. It became the most-watched NFL international game since the league began staging regular-season games outside the United States in the late 1980s.

The viewership was particularly significant because the game was played during the league's normal Sunday afternoon window for American audiences. Brazil's time zone is only one hour ahead of U.S. Eastern Time, allowing CBS to broadcast the game nationally without moving it to an early-morning or late-night slot.

The scheduling difference helped distinguish the Brazil game from many previous international NFL contests. Games played in Europe often begin in the morning or early afternoon in the United States, while the Rio game fit into the familiar Sunday viewing schedule.

The Ravens' narrow victory also provided a competitive game for the television audience. Baltimore defeated Dallas 34-31 on a last-second field goal, keeping the outcome uncertain until the final play.

The strong ratings came during a broader period of increased NFL television viewership. CBS averaged approximately 19 million viewers across its NFL broadcasts during the first three weeks of the season, an increase of about 6% compared with the same period in 2025.

Other networks also recorded notable changes. Fox's early Sunday coverage averaged 17.9 million viewers, an increase of about 11%, while Amazon Prime Video's Thursday night broadcasts were up approximately 2% to 16.8 million. NBC's Sunday night average was about 20.8 million, representing an 18% decline from the comparable period.

The figures show how television remains an important part of the NFL's business even as viewers increasingly consume sports through streaming platforms and digital services.

The international games are also part of the league's broader strategy to develop audiences outside the United States. Hosting regular-season games in other countries gives the NFL an opportunity to introduce local fans to teams and players while creating new commercial and media relationships.

Brazil is a particularly significant market because of its large population and established interest in American sports. The success of the Rio game provides the league with additional evidence that international games can attract substantial audiences when scheduling and distribution align with viewer habits.

For the Cowboys and Ravens, the game also became part of their regular-season records. The unusual setting did not reduce the competitive importance of the matchup, with Baltimore needing a final field goal to secure the win.

The record viewership also demonstrates the connection between sports scheduling and media economics. A game that reaches a large audience can increase the value of broadcasting rights, sponsorship opportunities and future international events.

The NFL has continued expanding its international calendar in recent years, using games outside the United States to strengthen the league's global presence. The Rio audience provides a measurable result from that strategy.

For American fans, the game demonstrated that an international NFL event can attract an audience comparable with major domestic broadcasts when the matchup, time slot and television distribution align.

For the league, the 24.9 million average audience provides a new benchmark for future international games. The Brazil matchup has therefore become significant not only because of the final score but also because of the size of the audience watching from around the world.