In its third exclusive season, Prime Video's Thursday Night Football (TNF) has achieved record-breaking milestones. The platform witnessed double-digit audience growth year-over-year, setting new highs in viewership across key demographics. Prime Video has successfully transformed TNF into a premier media franchise by leveraging top-tier production quality, AI-powered innovations, and interactive advertising. Additionally, the median age of TNF viewers on Prime Video is significantly younger compared to traditional linear networks, marking a shift in how younger generations engage with sports content.

Transforming TNF into a Premier Media Franchise

Prime Video has solidified its position as a leader in sports broadcasting through its innovative approach to TNF. The platform's commitment to high-quality production and cutting-edge technology has resulted in unprecedented viewership gains. In 2024, TNF on Prime Video saw an 11% increase in average viewership over the previous season, reaching 13.20 million total viewers. This growth extends beyond just the regular season, with the inclusion of Black Friday Football further boosting overall viewership by 13%. The platform's reach expanded to 91.10 million unique US viewers, a significant leap from the 71.97 million reached in 2022.

The success of TNF on Prime Video can be attributed to its strategic focus on engaging younger audiences. With median viewer ages nearly seven years younger than those watching on linear networks, Prime Video has effectively tapped into the preferences of the next generation of sports fans. Jay Marine, Global Head of Sports and Ads at Prime Video, emphasized the company's pride in this partnership with the NFL, highlighting the role of AWS and data scientists in pioneering AI advancements that enhance live sports presentations. These innovations not only improve the viewing experience but also open up new possibilities for advertisers looking to connect with tech-savvy audiences.

Pioneering Innovations and Expanding Audience Engagement

Beyond the core broadcasts, Prime Video has extended its influence through pregame and postgame shows, which have seen substantial growth. Shows like TNF Tonight and TNF Nightcap experienced a 10% and 11% increase in viewership, respectively. The platform's second presentation of Black Friday Football (BFF) also attracted an impressive 13.51 million viewers, representing a 41% jump from the inaugural BFF game in 2023. This surge in viewership underscores Prime Video's ability to create compelling content that resonates with diverse audiences.

Nielsen's Big Data + Panel measurement provides a comprehensive view of TNF's success, revealing a full-season average of 14.23 million viewers. The December 5th Packers at Lions game set a franchise record with 18.48 million viewers, peaking at 20.29 million. By integrating data from millions of households and devices, Nielsen offers a more nuanced understanding of TNF's impact. Prime Video's use of advanced analytics and AI-driven tools ensures that it remains at the forefront of sports broadcasting, continually enhancing the fan experience and delivering value to brands seeking to engage with passionate audiences.