Netflix said it has closed its U.S. upfront, doubling the prior year’s level of commitments by ad buyers and again selling out its two Christmas Day NFL games. The streaming giant said it sealed deals with all major holding companies as well as independent media agencies.

Netflix said it had sold out all commercial inventory tied to its second streaming of NFL games on Christmas, the latest signal yet that sports events are driving the video-advertising market as Madison Avenue hunts for large audiences watching the same content in the same moment.