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Prime Video’s Historic First Season of Exclusive Thursday Night Football Delivers Younger Audiences, Increased Engagement

TNF on Prime’s median age is the youngest in a decade for a full-season NFL package

TNF on Prime finishes up +11% in P18-34 compared to last season


M18-34 up +18% vs. last season, registering the largest year-over-year jump for an NFL package in that demo in nine years  

Prime Video’s TNF audiences watch nine minutes longer than viewers of linear NFL telecasts

Prime Video’s first season of exclusive Thursday Night Football coverage delivered a historic run of firsts, streaming milestones, and sports media breakthroughs.

According to Nielsen Media Research, the inaugural season of TNF on Prime Video featured the most streamed NFL contests ever and attracted audiences that were considerably younger, watched more minutes of the game, and commanded higher household incomes than NFL viewers on broadcast and cable platforms. Thursday Night Football finished the season with the youngest median age of any NFL broadcast package since 2013 and enjoyed a double-digit jump over the previous season among hard-to-reach P18-34-year-old viewers.

“Amazon has earned a strong reputation for making big bets, and given the unprecedented scale of this challenge and the hallowed place that NFL coverage holds among millions of fans, the launch of Thursday Night Football ranks high among our most ambitious enterprises,” said Jay Marine, vice president, Prime Video, and global head of sports. “We are only at the beginning of a long-term mission, but are ecstatic with the results and achievements of this first season, bringing millions of new viewers to Prime Video every week.”

“We are incredibly proud of our inaugural exclusive season of TNF, and gratified by the positive response from sports fans, especially hard-to-reach younger fans,” said Marie Donoghue, vice president of global sports video, Amazon. “Along with a top-notch game broadcast, fans are increasingly looking for fresh voices, optionality, and personalization, all of which we delivered, and will continue to build upon in the coming seasons.”

Each Thursday throughout the 2022 season, Prime Video presented a best-in-class NFL presentation with Al Michaels, Kirk Herbstreit, and Kaylee Hartung handling game coverage, as well as unprecedented ways for fans to tailor their viewing experience with multiple alternate streams, instant access to Next Gen Stats powered by AWS, and options such as “Rapid Recap.” TNF on Prime’s pregame and postgame talent—including host Charissa Thompson, Tony Gonzalez, all-star rookies Ryan Fitzpatrick, Richard Sherman, and Andrew Whitworth, and contributors Taylor Rooks and Michael Smith—made an instant connection with fans, helping to drive more than 285 million video views across TNF’s social channels throughout the year. 

Below, please find some viewership highlights from Prime Video’s first of 11 seasons as the exclusive home of Thursday Night Football. These figures are inclusive of viewership from out of home, over the air, mobile and NFL+.

  • According to Amazon’s first-party viewership measurement, Thursday Night Football on Prime Video averaged 11.3 million viewers (AMA) during the 2022 season.
  • According to Nielsen Media Research figures alone, Thursday Night Football on Prime Video averaged 9.58 million viewers per game (including OTA and OOH) during the 2022 season.
    1. Thursday Night Football’s average audience crossed the 10-million mark six times during the 2022 season, ranking TNF games high among the most watched events in all of television.
    2. According to Nielsen, the 15-game average of each TNF stream’s peak viewership was 11.30 million.

  • Throughout the 2022 season, fans watching TNF on Prime held a median age of 47 years old, which is seven years younger than the average median age of viewers watching the NFL on linear TV.
  • TNF on Prime finished the season with the lowest median age for a full-season slate of games since 2013, and registered the largest median age gap on record between a stand-alone NFL package and the rest of the NFL packages.

Additional highlights include:

Double-Digit Gains in Viewership Among P18 – 34

  • TNF on Prime’s average viewership among P18-34 was 2.11 million, up +11% compared to 2021 on FOX, NFLN + PV (1.90 million).
  • Among P18-34, TNF won the night all 15 times across broadcast and cable programming throughout the 2022 season.
    1. TNF won the week in the P18-34 demographic four times during the 2022 season.

  • Throughout the 2022 season, 22% of TNF on Prime’s viewers were in the P18-34 demographic, compared to 14% of viewers watching the NFL on linear networks. Throughout the fall season, only 7% of viewers watching prime time on linear are in the P18-34 demographic.

Record-Setting Gains in Viewership Among Men 18 – 34

  • Among M18-34, the 2022 TNF season finished up +18% vs. 2021, registering the largest year-over-year jump in that demo for an NFL package since 2014.
  • TNF games, The TNF Postgame, TNF Nightcap and TNF Tonight were the 1st-, 2nd-, 4th-, and 5th-ranked shows on average across broadcast and cable among M18-34 viewers on Thursdays throughout the fall season.

Strong Viewership Among P18 – 49

  • TNF on Prime’s average viewership among P18-49 was 4.70 million viewers.
  • Among P18-[color=black]49, TNF won the night all 15 times across broadcast and cable programming throughout the 2022 season.[/color]
    1. Throughout the 2022 season, TNF’s P18-49 viewership crossed the 5-million mark four times.

  • Throughout the 2022 season, 49% of TNF on Prime’s viewers were in the P18-49 demographic, versus 35% of viewers watching the NFL on linear. 22% of viewers watching prime-time television on linear are in the P18-49 demographic.

TNF Outperforms Prime-Time Linear Programming this Fall Season

  • In its first season exclusively on a streaming service, Thursday Night Football on Prime Video was the most watched program on Thursday nights 13 of 15 times this season, outperforming all head-to-head broadcast and cable programming among total viewers P2+.

Thursday Night Football Leads in Viewer Engagement

  • TNF on Prime viewers devoted 85 Average Minutes Watched per game this season, nine minutes longer (+12 %) when compared to viewers of linear NFL telecasts (one-minute qualifier, P2+).

Thursday Night Football Pregame and Postgame Coverage Resonates with Fans

  • Despite no lead-in programming, TNF Tonight attracted an average audience (P2+) of 1.12 million viewers throughout the 2022 season; 229,000 among P18-34; and 158,000 among M18-34; 519,000 among P18-49.
  • Throughout the 2022 season, The TNF Postgame Show attracted an average audience (P2+) of 3.32 million viewers; 816,000 among P18-34; 568,000 among M18-34; and 1.87 million among P18-49.
    1. Throughout the fall season, The TNF Postgame Show ranks 2nd among prime-time linear programming on Thursdays in the P18-34 demographic.

  • Throughout the 2022 season, TNF Nightcap attracted an average audience (P2+) of 1.68 million viewers; 431,000 among P18-34; 302,000 among M18-34; and 987,000 among P18-49.

Thursday Night Football Viewers Command Higher Household Incomes

  • According to Nielsen, throughout the 2022 season, TNF on Prime viewers earned a Median Household Income of $98,500, which is 19% higher than audiences watching the NFL on linear networks ($82,800).

Amazon First-Party Viewership Measurement
Amazon aggregates direct viewing data from the millions of devices and accounts watching in order to provide a clear and comprehensive understanding of viewership across Amazon’s channels. Amazon first-party viewership metrics deliver insights that combine direct first-party data with Nielsen figures (e.g. OTA and OOH) within a large-scale “broadcast” encoded event, as measured by their panel.

About Prime Video Sports
Prime Video supports a growing lineup of live sports globally, including Thursday Night Football, the WNBA, the Seattle Storm, the New York Yankees, Seattle Sounders FC, and Overtime Elite in the United States; ONE Championship in the United States and Canada; Premier League in the United Kingdom; US Open Tennis, ATP, and WTA in the United Kingdom and Ireland; UEFA Champions League football in Germany and Italy; Roland-Garros and Ligue 1 in France; Australian Swimming globally; New Zealand Cricket in India; and NBA in Brazil. While availability varies by marketplace, fans can also subscribe to streaming services such as Eurosport, FOX Sports (Mexico), LaLigaTV, MLB.TV, NBA League Pass, NBA TV, and Premiere FC (Brazil) through Prime Video Channels. This is in addition to a selection of Amazon Original All or Nothing sports docuseries including All or Nothing: Tottenham HotspurAll or Nothing: JuventusAll or Nothing: Toronto Maple Leafs, and All or Nothing seasons with the NFL’s Arizona Cardinals, Los Angeles Rams, Dallas Cowboys, Carolina Panthers, and Philadelphia Eagles, as well as the NCAA’s Michigan Wolverines football team. Prime Video is one benefit enjoyed by Prime members, with membership unlocking the best of entertainment, shopping and savings. To join Prime or start a free 30-day trial, visit

About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit and follow @AmazonNews.

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