TNF on Prime climbs +24% in total viewers over last season and posts second consecutive year of double-digit growth in P18-34
Pregame and postgame shows TNF Tonight, TNF Kickoff, TNF Postgame and TNF Nightcap all register significant year-over-year increases
NEW YORK—January 2, 2024—Prime Video’s second season of exclusive Thursday Night Football (TNF) featured substantial viewership gains and set multiple all-time marks for the most streamed NFL games in history, as the service continues to attract future generations of fans and set new standards of scale for live sports consumption on a streaming channel.
According to Nielsen, TNF on Prime Video registered a +24% increase among total viewers over the previous season (11.86 million vs. 9.58 million). TNF’s across-the-board viewership gains in 2023 included 13 weeks of double-digit, year-over-year gains among total viewers, as well as its second consecutive season of double-digit increases in the hard-to-reach P18-34 demographic.
As the NFL’s regular season draws to a close this weekend, the median age of Prime Video’s TNF audience is almost seven years younger than those watching the NFL on linear networks, and nearly 14 years younger than audiences watching prime-time broadcast television during the Fall 2023 season.
“We’re still very much at the beginning, but Thursday Night Football’s record growth in our second season is beyond encouraging as we work to super serve fans and advertisers,” said Jay Marine, vice president, Prime Video, and global head of sports. “We are building TNF on Prime into an incredibly valuable franchise, and our production and tech teams deserve a great deal of credit for the quality and innovation we have delivered to fans, and we are just getting started.”
The 2023 TNF on Prime season kicked off in September with a Vikings-Eagles matchup that averaged 15.1 million viewers, making it the most watched TNF game ever on Prime Video, as well as the most streamed NFL game in history. On November 30, those records were broken by a Seahawks-Cowboys TNF thriller that attracted an average audience of 15.3 million viewers, and a peak audience of nearly 18 million. Other season highlights included the launch of a new NFL tentpole event with the inaugural Black Friday Football game, and double-digit viewership growth across all pregame and postgame shows, including TNF Tonight and TNF Nightcap, which grew +24% and +10%, respectively.
Below, find 2023 viewership highlights from Prime Video’s second of 11 seasons as the exclusive home of TNF. In order to present apples-to-apples comparisons with previous TNF seasons, the following figures do not include the inaugural Black Friday Football game, which is covered in a separate section. There is also a separate section that covers Nielsen’s custom Integrated Live Streaming Report, a viewership enhancement introduced prior to the 2023 season that incorporates Amazon’s first-party viewing signal.
Additional highlights include:
Second Consecutive Year of Double-Digit Viewership Growth Among P18-34
Strong Viewership Gains Among P18-49
Female Viewership of TNF Posts Meaningful Gain in 2023
TNF Pregame and Postgame Shows Register Significant Viewership Growth
TNF Viewers Command Higher Household Incomes
According to Nielsen’s most recent data, TNF on Prime viewers earned a median household income of $101,000 throughout the 2023 season, which is +16% higher than audiences watching the NFL on linear networks ($87,300).
Nielsen’s custom Integrated Live Streaming Report
Prior to the start of the 2023 season, Nielsen introduced a measurement enhancement that combines Amazon’s first party viewing signal aggregated from the millions of connected TV devices streaming TNF with Nielsen’s panel-based TV measurement. Nielsen then includes their out-of-home (OOH), local station (OTA), and computer/mobile measurement to provide a comprehensive, cross-platform view of the TNF audience.
Prime Video Launches New NFL Tentpole Event With First-Ever Black Friday Football Game
On Friday, November 24, 2023, Prime Video launched a new holiday tradition on the national sports calendar. On a day filled with established traditions that span shopping, travel, and the enjoyment of Thanksgiving leftovers, Black Friday Football (BFF) attracted a significant audience to a previously untapped afternoon time slot as the Miami Dolphins handed a 34-13 defeat to the New York Jets.
BFF was the most-watched event of the day among total viewers and across all key demos, averaging 1.77 million in P18-34 (+220% over the No. 2 program) and 4.28 million in P18-49 (+229% over the No. 2 program).
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