The deal has been a success so far, with over 900 million views to date. On top of the classic games, more content will be available overall on YouTube, including in-progress highlights uploaded during games. In addition, Google searches will be expanded so that users see more "official NFL video along with related news and information, all delivered to the user in one distinct box at the top of the search results," says the league.

The NFL and Google reportedly split ad revenue from the videos, but the league is also using the relationship to build loyalty from fans with "an insatiable appetite for NFL digital video content online." However, those viewers won't be turning to YouTube if they want free, live streaming. Instead, they'll flip over to Twitter, which cemented its own pact with the league to broadcast all of the 2016 Thursday Night Football games for free. Facebook was also in the running to carry those tilts, but reportedly passed.