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Paramount+ Secures Five-Year Deal to Stream PBR’s “Unleash the Beast” Bull Riding Series

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Paramount+ will become the new streaming home of Professional Bull Riders’ (PBR) premier competition series, “Unleash the Beast,” under a five-year media rights deal announced Wednesday by Skydance-owned Paramount and PBR.

The agreement will see Paramount+ stream live coverage of the elite bull riding circuit beginning in December, featuring the world’s top 35 riders as they compete across 17 U.S. states for prize money and championship points. “Unleash the Beast” will also continue its broadcast presence on CBS Sports, which has aired PBR events since 2013.

The deal marks another major shift in live sports programming toward streaming platforms, as media companies vie for premium events to attract subscribers. CBS will retain coverage of PBR’s “Game of the Week” through the 2026 season, ensuring the sport maintains a dual presence on traditional television and digital streaming.

PBR is part of TKO Group Holdings, which recently signed a seven-year, $7.7 billion exclusive broadcasting deal with Paramount for U.S. coverage of the Ultimate Fighting Championship (UFC) starting in 2026.

“Unleash the Beast” will kick off its 2026 season in December in Manchester, New Hampshire, blending PBR’s rugged live energy with Paramount+’s growing lineup of live sports offerings.

Netflix Collaborates with CBS Sports for Christmas Day NFL Games

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Netflix has partnered with CBS Sports, owned by Paramount Global, to produce and air two National Football League (NFL) games on Christmas Day this year. CBS will retain broadcast rights for over-the-air television in the cities of the competing teams, while NFL+, the league’s live streaming service, will stream the games on mobile devices across the United States. This collaboration marks Netflix’s first venture into licensing live sports, particularly with the NFL, one of the world’s most popular sports leagues.

In May, Netflix announced plans to stream at least one NFL game on Christmas Day in 2025 and 2026, as part of an exclusive three-season agreement with the league. This initiative is a significant move for Netflix, as it not only highlights the streaming giant’s expansion into live sports but also strengthens its content portfolio. The NFL continues to be the most-watched sports league in the U.S., with this year’s Super Bowl drawing a record 123.7 million viewers. By securing the rights to stream NFL games, Netflix is positioning itself as a key player in the competitive sports streaming market, potentially attracting a broader audience to its platform.