'Thursday Night Football' Scores 11.4M Viewers Overall, More Younger Viewers, Amazon Says

Although Amazon Prime Video’s exclusive airings of NFL’s “Thursday Night Football” have scored top audience results compared to a year ago, according to its parent company Amazon, viewing is 24% lower, per traditional Nielsen metrics.

Through eleven games, "Thursday Night Football" is averaging 9.7 million viewers, according to Nielsen. That would be down 24% from 12.7 million viewers a year ago on Fox and/or the NFL Network.

But Amazon's measurement, which includes its first-party data from all its video channels -- viewing data from millions of devices and accounts -- says results are much closer to last year's total -- finding that through eleven games, “TNF” is averaging 11.4 million viewers.

In addition, Amazon says it has more younger viewers. Season-to-date, “TNF” on Prime Video is up 16% to 2.2 million viewers among the 18-34 audience. On Fox, NFL Network, and Prime Video a year ago, it was 1.9 million.

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Also the median audience age of “TNF” games on Prime Video is much lower than on linear TV. For example, for the recent Buffalo Bills-New England Patriots game last week, the median age was 48 -- six years younger than the 2022 NFL average on linear networks.

In the older viewers, Amazon says 50% of “TNF” on Prime Video is among the 18-49 audience versus 38% in 2021.

Nielsen’s data for Prime Video’s national TV rating comes from its national TV panel, including set-top boxes, connected TVs, web and mobile, as well as Twitch, local over-the-air stations, out-of-home viewing, and NFL+.

This story has been updated.

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