India, Aug. 19 -- Beyonce's performance for the NFL's Christmas Day doubleheader last year is a stalwart example of what music-forward performances can do for live sports. Popularly dubbed as the "Beyonce Bowl", the event ended up catapulting Netflix into the live sports segment.

Aired on broadcast and cable television, the game's ratings went through the roof. As reported by CNN, the late Ravens-Texans game averaged 24.3 million viewers in the United States, and the early Chiefs-Steelers game averaged 24.1 million, according to Nielsen. The games were the most-streamed games in NFL history, the ratings company said. Viewership for the Ravens-Texans peaked at the halftime show, dubbed the Beyonce Bowl, with over 27 million viewers, Niels...