TNF on Prime’s median age is the youngest in a decade for a full-season NFL package
TNF on Prime finishes up +11% in P18-34 compared to last season
M18-34 up +18% vs. last season, registering the largest year-over-year jump for an NFL package in that demo in nine years
Prime Video’s TNF audiences watch nine minutes longer than viewers of linear NFL telecasts
NEW YORK—January 9, 2023—Prime Video’s first season of exclusive Thursday Night Football coverage delivered a historic run of firsts, streaming milestones, and sports media breakthroughs.
According to Nielsen Media Research, the inaugural season of TNF on Prime Video featured the most streamed NFL contests ever and attracted audiences that were considerably younger, watched more minutes of the game, and commanded higher household incomes than NFL viewers on broadcast and cable platforms. Thursday Night Football finished the season with the youngest median age of any NFL broadcast package since 2013 and enjoyed a double-digit jump over the previous season among hard-to-reach P18-34-year-old viewers.
“Amazon has earned a strong reputation for making big bets, and given the unprecedented scale of this challenge and the hallowed place that NFL coverage holds among millions of fans, the launch of Thursday Night Football ranks high among our most ambitious enterprises,” said Jay Marine, vice president, Prime Video, and global head of sports. “We are only at the beginning of a long-term mission, but are ecstatic with the results and achievements of this first season, bringing millions of new viewers to Prime Video every week.”
“We are incredibly proud of our inaugural exclusive season of TNF, and gratified by the positive response from sports fans, especially hard-to-reach younger fans,” said Marie Donoghue, vice president of global sports video, Amazon. “Along with a top-notch game broadcast, fans are increasingly looking for fresh voices, optionality, and personalization, all of which we delivered, and will continue to build upon in the coming seasons.”
Each Thursday throughout the 2022 season, Prime Video presented a best-in-class NFL presentation with Al Michaels, Kirk Herbstreit, and Kaylee Hartung handling game coverage, as well as unprecedented ways for fans to tailor their viewing experience with multiple alternate streams, instant access to Next Gen Stats powered by AWS, and options such as “Rapid Recap.” TNF on Prime’s pregame and postgame talent—including host Charissa Thompson, Tony Gonzalez, all-star rookies Ryan Fitzpatrick, Richard Sherman, and Andrew Whitworth, and contributors Taylor Rooks and Michael Smith—made an instant connection with fans, helping to drive more than 285 million video views across TNF’s social channels throughout the year.
Below, please find some viewership highlights from Prime Video’s first of 11 seasons as the exclusive home of Thursday Night Football. These figures are inclusive of viewership from out of home, over the air, mobile and NFL+.
Additional highlights include:
Double-Digit Gains in Viewership Among P18 – 34
Record-Setting Gains in Viewership Among Men 18 – 34
Strong Viewership Among P18 – 49
TNF Outperforms Prime-Time Linear Programming this Fall Season
Thursday Night Football Leads in Viewer Engagement
Thursday Night Football Pregame and Postgame Coverage Resonates with Fans
Thursday Night Football Viewers Command Higher Household Incomes
Amazon First-Party Viewership Measurement
Amazon aggregates direct viewing data from the millions of devices and accounts watching in order to provide a clear and comprehensive understanding of viewership across Amazon’s channels. Amazon first-party viewership metrics deliver insights that combine direct first-party data with Nielsen figures (e.g. OTA and OOH) within a large-scale “broadcast” encoded event, as measured by their panel.
About Prime Video Sports
Prime Video supports a growing lineup of live sports globally, including Thursday Night Football, the WNBA, the Seattle Storm, the New York Yankees, Seattle Sounders FC, and Overtime Elite in the United States; ONE Championship in the United States and Canada; Premier League in the United Kingdom; US Open Tennis, ATP, and WTA in the United Kingdom and Ireland; UEFA Champions League football in Germany and Italy; Roland-Garros and Ligue 1 in France; Australian Swimming globally; New Zealand Cricket in India; and NBA in Brazil. While availability varies by marketplace, fans can also subscribe to streaming services such as Eurosport, FOX Sports (Mexico), LaLigaTV, MLB.TV, NBA League Pass, NBA TV, and Premiere FC (Brazil) through Prime Video Channels. This is in addition to a selection of Amazon Original All or Nothing sports docuseries including All or Nothing: Tottenham Hotspur, All or Nothing: Juventus, All or Nothing: Toronto Maple Leafs, and All or Nothing seasons with the NFL’s Arizona Cardinals, Los Angeles Rams, Dallas Cowboys, Carolina Panthers, and Philadelphia Eagles, as well as the NCAA’s Michigan Wolverines football team. Prime Video is one benefit enjoyed by Prime members, with membership unlocking the best of entertainment, shopping and savings. To join Prime or start a free 30-day trial, visit amazon.com/prime.
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