Amazon’s Thursday Night Football (TNF) NFL coverage has seen a 24% surge in viewership from the previous year.
Currently in the second year of its 11-year deal with the NFL, Amazon Prime Video averaged a viewership of 11.86 million for its exclusive Thursday night offering, up from the 9.58 million it averaged the year prior.
In total, 12 TNF games averaged more than 10 million viewers and five hit over 13 million, a figure that was Amazon’s highest-viewed game of the previous season, which was the inaugural game of the streaming network’s NFL debut.
In rounding out 2023, the New York Jets and Cleveland Browns averaged 10.29 million viewers – up 5% from the year before – and the Dallas Cowboys and Tennessee Titans averaged a viewership of 9.73 million – up 6% from last year.
TNF viewership on 14 out of the 15 game weeks since the start of the 2023-24 season increased in viewership, barring the Las Vegas Raiders’ fixture against the San Diego Chargers in week 15.
Viewership figures did not include the Amazon Black Friday game between the Jets and the Miami Dolphins – garnering 9.61 million viewers – as it is not involved in the TNF package deal.
Amazon also saw a significant rise in its female demographic, jumping from 2.98 to 3.86 million female viewers over the last year, a 30% increase.
Whilst its 18-34 (14%) and 18-49 (17%) demographics also saw an increase, this was at a slower rate, as TNF finished its 2023 coverage with a median age of 48.5.
This would come as a welcome for the NFL as it has been working on growing its younger audience due to viewership being dominated by middle aged and older men.
Despite the early success of TNF on Amazon Prime, the streaming platform is still yet to reach the peak average viewership of FOX – the previous network which held the Thursday night slot – which was 12.9 million viewers.