A Twitch-born creator boxing night has just become a global streaming exclusive. Netflix has signed a three-year, worldwide deal for La Velada del Año, the annual Spanish-language event created by Ibai Llanos that mixes amateur boxing, live music and creator showcases. The pact starts with the 2027 edition and runs through 2029.
From Barcelona exhibition to stadium spectacle
Llanos launched the event in 2021 as a small creator meet-up in Barcelona. The format pitted streamers and vloggers against one another after months of regulated amateur fight camps, with concerts taking over the ring between bouts. Six years on, it fills some of Spain’s biggest football venues, including Atlético Madrid’s Metropolitano, Real Madrid’s Santiago Bernabéu and Seville’s Estadio de La Cartuja.
The audience curve is the story
The numbers explain why Netflix paid for exclusivity. According to figures reported by What’s on Netflix, the 2025 edition peaked at 9.3 million concurrent viewers. Average live viewership climbed from roughly 1 million in 2021 to more than 6 million by 2026. Until now, distribution sat mainly on Llanos’s Twitch channel, with YouTube and TikTok used as secondary windows.
- 9.3M peak concurrent viewers in the 2025 edition
- ~1M to 6M+ average live audience from 2021 to 2026
- 3 editions under the Netflix exclusive: 2027, 2028 and 2029
What Netflix is actually buying
This is creator-economy IP, not a traditional sports rights deal. Netflix gets a built-in Spanish-language audience, a live appointment-to-view format and an event that has already proven it can move digital viewership at scale. It also extends the platform’s live slate without the cost or scheduling complexity of a league broadcast.
“bringing it to Netflix for the next three years gives us the opportunity to make it even bigger without losing what makes it special” — Ibai Llanos
What it means for media teams
For media planners and entertainment marketers, La Velada shifts from a fragmented Twitch-YouTube-TikTok placement to a single, global Netflix buy. Sponsorship, targeting and measurement logic all change when a creator event moves behind a platform window. The key proof point in the deal was not the format; it was a public, verifiable audience curve.
English-speaking readers may find the closest comparisons in KSI, Jake Paul and Misfits Boxing, or the community-first style of Creator Clash. But the strongest parallel is likely the Sidemen Charity Match: a creator festival big enough to fill major venues and draw millions of concurrent digital viewers.
What to watch next
Netflix has not yet confirmed the date, host city or fighter card for La Velada del Año VII. The strategic question is whether a global subscription window can maintain the community feel that made the event work. If it does, expect more streamers to target creator-run live properties with proven audience numbers.
Source: What’s on Netflix
