Amazon Scores with 91M Viewers for NFL Thursday Package

2 Jan at 6:30 pm

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Amazon Scores with 91M Viewers for NFL Thursday Package \ Newslooks \ Washington DC \ Mary Sidiqi \ Evening Edition \ Amazon Prime Video’s “Thursday Night Football” drew 13.22 million average viewers in 2023, marking a 13% growth from 2022. The 16-game package reached 91.1 million unique U.S. viewers, a significant rise from the previous year’s 72 million. Prime Video achieved younger audience demographics and record-breaking single-game viewership with Detroit vs. Green Bay pulling in 17.29 million viewers.

Amazon Prime Video’s NFL Success Quick Looks

Viewership Growth: A 13% increase over last year, with an average of 13.22 million viewers per game.
Unique Viewers: 91.1 million unique U.S. viewers tuned in, up from 72 million in 2022.
Younger Audience: Median viewer age of 49 years, much younger than traditional NFL broadcasts.
Top Games: Detroit vs. Green Bay on Dec. 5 set a record with 17.29 million viewers.
Upcoming Playoff Coverage: Prime Video will broadcast its first-ever NFL playoff game next weekend.

Deep Look

Amazon’s “Thursday Night Football” Hits New Highs in 2023: A Closer Look at Record-Breaking Success

Amazon Prime Video’s exclusive “Thursday Night Football” (TNF) package wrapped up its 2023 season with record-breaking viewership and expanded engagement. In its second year as the sole broadcaster of the NFL’s Thursday night games, Amazon achieved significant growth, cementing its status as a major player in sports streaming. With younger audiences tuning in and multiple high-profile matchups drawing millions, the platform demonstrated its ability to compete with traditional broadcasters and reshape the future of live sports viewing.

Viewership Milestones in 2023

Amazon’s TNF averaged 13.22 million viewers per game during its 16-game schedule, a 13% increase over 2022’s inaugural season. The package also included the NFL’s first-ever Black Friday game, which contributed to the season’s success. According to Nielsen:

91.1 million unique U.S. viewers watched at least one game, a sharp rise from 72 million in 2022.
11 games averaged over 12 million viewers, five more than the previous year.
All games surpassed 10 million viewers, marking the first time every TNF broadcast achieved this milestone.

The most-watched game of the season was Detroit’s dramatic 34-31 comeback against Green Bay on December 5, which averaged 17.29 million viewers. This became Amazon’s most-viewed TNF game since it acquired the exclusive rights. Another top-performing game, the Dallas Cowboys’ 20-15 victory over the New York Giants on September 26, attracted 16.23 million viewers.

Prime Video Appeals to Younger Audiences

One of the most significant achievements for Amazon’s TNF coverage was its ability to draw a younger demographic. The median age of Prime Video’s NFL audience was 49 years, much younger than viewers of traditional broadcasts:

6.7 years younger than NFL audiences on Sunday (55.7 years).
14.3 years younger than prime-time network television viewers (63.3 years).

This younger audience reflects the growing preference for streaming platforms over traditional cable, as younger, tech-savvy viewers embrace digital-first experiences.

Amazon’s Innovations in TNF Coverage

Amazon enhanced its TNF broadcasts in several key ways to engage audiences and elevate the viewing experience:

First Black Friday Game: This new addition capitalized on a major shopping holiday, creating an event that paired entertainment with convenience for home audiences.
Enhanced Viewing Features: Prime Video offered alternate feeds, such as the “Prime Vision” feed with Next Gen Stats, on-demand replays, and interactive tools to engage fans during live games.
Star-Studded Matchups: The 2023 schedule featured high-profile teams, including fan favorites like the Dallas Cowboys, New York Giants, and Detroit Lions, contributing to higher viewership figures.

These innovations positioned Amazon as a forward-thinking platform capable of delivering immersive, data-rich sports experiences tailored to modern viewers.

The Importance of Unique Viewership Growth

Amazon’s success in growing its total audience to 91.1 million unique viewers in the U.S. reflects a broader trend in digital streaming. By leveraging its extensive Prime membership base, Amazon was able to bring more casual fans and new viewers into the NFL ecosystem. This growth is crucial for the league, which is actively seeking to expand its reach in a fragmented media landscape.

Upcoming Playoff Coverage Marks a New Milestone

Amazon is set to broadcast its first-ever NFL playoff game during the wild-card round next weekend. This marks a significant expansion of the platform’s role in professional football and positions Prime Video as a key partner in the league’s broadcasting strategy. The playoff game could attract record-breaking viewership, given the stakes and the already established success of Amazon’s regular-season coverage.

Challenges and Opportunities Ahead

While Amazon’s TNF package has seen substantial growth, it still faces challenges, including competition from traditional broadcasters and other streaming platforms. Maintaining high viewership will require consistent innovation and securing high-profile matchups.

Additionally, Amazon’s ability to draw younger audiences offers an opportunity for the NFL to connect with a demographic critical for the sport’s long-term growth. By delivering features like real-time stats, multiple camera angles, and on-demand content, Amazon is uniquely positioned to cater to evolving viewer preferences.

A New Era for Sports Broadcasting

Amazon’s success with TNF exemplifies the broader shift in sports media toward streaming platforms. As audiences move away from traditional cable, streaming services are becoming the primary venues for live sports, offering convenience, customization, and enhanced interactivity.

With the NFL’s growing reliance on digital platforms like Amazon and YouTube, traditional broadcasters face mounting pressure to adapt. Amazon’s strong performance in its second year suggests that streaming platforms could become the dominant players in live sports broadcasting in the near future.