Thursday Night Football On Prime Sets Ratings Record

The NFL is back in force for 2023 and Prime Video kicked off its 2023 Thursday Night Football schedule setting an all-time record as the most-streamed NFL game in history, according to numbers based on device AMA, inclusive of Prime Video, Twitch and NFL+.

According to Nielsen’s custom Integrated Live Streaming Report, Prime Video averaged 16.6 million viewers (AMA) across all media platforms during last night’s Vikings-Eagles showdown, as the defending NFC Champions notched their second win of the season.

According to Nielsen’s National TV Ratings (panel only), last Thursday’s game was up +16% in total viewers over the comparable game in 2022 (15.1M vs. 13.0M), and ranks as the most-watched TNF game ever on Prime Video, (which is in its second year as a full partner).

Among the key demos, last night’s game was up +15% year-over-year among P18-49 (7.6M vs. 6.6M), and up +17% among P18-34 (3.5M vs. 3.0M) from last season’s TNF Chargers-Chiefs season opener (9/15/22).

The median age of last night’s TNF audience was 47, which is 7 years younger than the NFL average on linear networks through the first week of the season (54).

“We’re so excited to have kicked off our second season of exclusive TNF coverage by setting new all-time audience records. Building on last year’s success, our team worked tirelessly this offseason to raise the bar and enhance the viewing experience even further, so to see this kind of response and turnout from fans is very gratifying,” said Jay Marine, VP, Global Head of Sports, Amazon. “We are thrilled with the continued growth and performance of TNF, the ways in which we are innovating in the space, and the value our sports portfolio provides to Prime members.”

Additional Nielsen National TV Ratings highlights include:

  • TNF on Prime Video outperformed all other programming on broadcast and cable television Thursday night, among total viewers, P18-49 and P18-34.
  • Thursday night’s game reached a peak audience of 17.0M between 9:15-9:30PM ET.
  • For the week beginning Monday, Sept. 11, TNF on Prime Video ranks as No. 1 program of the week among P18-34 across broadcast and cable.
  • TNF on Prime Video was the most-watched program of the night across broadcast or cable, out-delivering the No. 2 program by +372% in total viewers (15.1M vs. 3.2M).

Nielsen’s rating for the contest used a custom Integrated Live Streaming Report that combines Amazon’s first party viewing signal aggregated from the millions of connected TV devices streaming TNF with Nielsen’s panel-based TV measurement. Nielsen then includes their out-of-home (OOH), local station (OTA), and computer/mobile measurement to provide a comprehensive, cross-platform view of the TNF audience. Nielsen’s integration of first-party viewing signal into its accredited panel measurement is currently undergoing review by the Media Rating Council and is presently not accredited.

Remaining 2023 Thursday Night Football Schedule:

TNF Tonight pregame coverage begins each Thursday at 7 p.m. EDT

Week 3 – Sept. 21: New York Giants at San Francisco 49ers

Week 4 – Sept. 28: Detroit Lions at Green Bay Packers

Week 5 – Oct. 5: Chicago Bears at Washington Commanders

Week 6 – Oct. 12: Denver Broncos at Kansas City Chiefs

Week 7 – Oct. 19: Jacksonville Jaguars at New Orleans Saints

Week 8 – Oct. 26: Tampa Bay Buccaneers at Buffalo Bills

Week 9 – Nov. 2: Tennessee Titans at Pittsburgh Steelers

Week 10 – Nov. 9: Carolina Panthers at Chicago Bears

Week 11 – Nov. 16: Cincinnati Bengals at Baltimore Ravens

Week 12 (Black Friday) – Friday, Nov. 24: Miami Dolphins at New York Jets (3:00 PM ET)

Week 13 – Nov. 30: Seattle Seahawks at Dallas Cowboys

Week 14 – Dec. 7: New England Patriots at Pittsburgh Steelers

Week 15 – Dec. 14: Los Angeles Chargers at Las Vegas Raiders

Week 16 – Dec. 21: New Orleans Saints at Los Angeles Rams

Week 17 – Dec. 28: New York Jets at Cleveland Browns