For the seventh-straight week, Amazon Prime’s Thursday Night Football scored a double-digit gain over last year.
The latest edition of NFL Thursday Night Football on Amazon Prime Video (Buccaneers-Bills) averaged a 5.3 rating and 11.22 million viewers, up 7% in ratings and 12% in viewership from last year (Ravens-Buccaneers: 5.0, 10.01M). All seven TNF games this season have posted a double-digit increase in viewership.
TNF is now averaging 12.66 million viewers this season, up 23% from last year (10.29M). (In a shift from previous weeks, Amazon did not include a comparison to the 2021 season in its ratings press release — an indication that viewership is now off of that season’s pace.)
While viewership is up nearly a quarter overall, the gains have not been as pronounced in the key young adult demographics of 18-34 (2.69M, +13%) and 18-49 (6.09M, +17%). The result is an older median age this season (48) than at the same point last year (46). The median age is still comfortably lower than that of the other NFL broadcasters (55).
Keep in mind that Nielsen is not including Amazon’s internal “first party” data in its viewership estimates for TNF, as was originally planned. Those figures are included in a separate “Integrated Live Streaming Report” that has yet to be accredited by the Media Ratings Council. Using that measure, Thursday’s game averaged 12.27 million viewers and TNF is averaging 13.78 million for the season.
(Some data from Amazon PR)
