Amazon Prime Video's 'TNF' Sees Strong Growth Among Young, Female Viewers

by Wayne Friedman , January 2, 2024

In addition to major across-the-board viewership growth during the NFL season, Amazon Prime Video says it had major gains among younger and female viewers in its second year of the “Thursday Night Football” franchise.

Younger 18-34 viewers averaged 2.4 million per game in 2023 -- up 14% over a year ago versus its first year Prime Video airing (2.11 million) and 26% higher than the total that Fox Television Network/NFL Network earned in 2021 (1.9 million).

For its entire 13-game schedule, Nielsen-measured "TNF" viewership was up 24% to 11.86 million viewers versus a year ago.

In addition, the median age of “TNF" viewers was nearly seven years younger -- 48.5 years old -- than viewers watching NFL content on linear TV networks during the regular-season games in 2023. “The age for TNF” was also nearly 14 years younger than all 2023 prime-time broadcast show content (62.4 years).

Even slightly older 18-49 viewers saw an increase -- up 17% to 5.49 million viewers versus a year ago.

Female viewership -- although comparably smaller than other measures -- also grew 30% year-over-year to 3.86 million viewers.

Amazon also notes that when including other media -- millions of connected TV devices, as well as out-of-home (OOH), local station (OTA), and computer/mobile measurement -- the average minute audience measure, per Nielsen, rose to 12.95 million (from 11.86 million, total national TV viewers).

Amazon notes that this data -- coming from Nielsen's custom Integrated Live Streaming Report -- is currently under review by the Media Rating Council and is not presently accredited.

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2 comments about "Amazon Prime Video's 'TNF' Sees Strong Growth Among Young, Female Viewers".

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Ed Papazian from Media Dynamics Inc, January 3, 2024 at 9:44 a.m.
Wayne, of course the smallest audience segment shows the greatest percent growth---the deck is stacked in its favor, statistically speaking so most of the time the small "viewer" group seems to grow faster than the larger audience. But young women represent a rather insignificant amount of NFL viewers---even for Amazon---- so we probably won't be seeing lots of young women's oriented commercials on that venue soon---not at those astronomic CPMs, at any rate.
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Ben B from Retired, January 3, 2024 at 9:13 p.m.

TNF On Prime has been a flop and the NFL Network should start to air it live along with Amazon. They count views even if you just scroll by it on Prime which is a bit misleading just like scical media with views even if you are just scroll by it or have no interests in it Amazon will overinfate the numbers for TNF and spin it to claim that it is doing good when it isn't.