The NFL has opened discussions with streaming platforms, digital outlets and other non-traditional media companies to sell live game rights beyond its existing network partners. League executives aim to diversify distribution as viewership habits shift and to capitalize on digital platforms’ global reach.

YouTube, part of Alphabet, paid about $100 million to stream a Week 1 regular-season game free worldwide last season. That landmark agreement demonstrated the commercial value of single-game digital rights and set a precedent for future deals with online platforms.

Traditional broadcasters including Disney, NBCUniversal, Paramount Skydance and Amazon will start early negotiations four years ahead of the current contract’s opt-out clause. Separately, the NFL plans to package rights for a record nine international games next season to accelerate its global growth strategy.