Amazon's 'TNF' sees 11% spike in NFL ratings

Field Level Media|published: Thu 2nd January, 17:32 2025

Detroit Lions tight end Sam LaPorta (87) makes a catch before being tacked by Green Bay Packers cornerback Keisean Nixon (25) and safety Xavier McKinney (29) during the Thursday Night Football game at Ford Field in Detroit on Thursday, Dec. 5, 2024.

The viewership of "Thursday Night Football" on Amazon Prime Video increased for the third straight season, up 11 percent from last season and 38 percent over the 2022 campaign.

Including the Las Vegas Raiders-Kansas City Chiefs matchup on Black Friday (average of 13.5 million viewers), the increase over last season's viewership improves to 13 percent.

The 2024 season saw Amazon's average per-game audience reach 13.2 million, per Nielsen, up from last year's 11.86 million. Two years ago, Amazon averaged 9.58 million viewers.

While those figures fall short of the 16.2 million viewers that Fox and NFL Network averaged on Thursday night games in 2021, they show that Amazon is making positive strides. Amazon is also bringing in a younger audience -- by nearly seven years than on linear TV in general and more than 14 years than on broadcast networks (CBS, Fox and NBC).

Among viewers ages 18-34, "TNF" averaged 2.61 million viewers, an increase of 37 percent over linear TV from Thursday games in 2021. Amazon also saw an uptick in viewership among fans ages 18-49 and 25-54.

Per Nielsen, "TNF" viewers had a median household income of $101,800, a 16 percent upgrade over NFL broadcasts on linear networks.

"We could not be more proud of our partnership with the NFL, our viewership growth and the innovations we've initiated for fans and brands over these first three seasons of TNF on Prime," Prime Video global head of sports and ads Jay Marine said in a statement.

Though "TNF" is over for the season, Amazon will broadcast its first NFL wild-card game on Jan. 11 or 12. The date and game will be determined after the regular season, which ends on Sunday. Amazon will have a shot to challenge Netflix's NFL streaming record of 24.3 million viewers set on Christmas Day.

--Field Level Media