Thursday Night Football on Prime Video

Prime Video’s second season as the exclusive home for Thursday Night Football brought new and enhanced advertising innovations, viewership growth, and a new Black Friday tradition.

Premium content that excites

Kicking off the NFL weekend, Thursday Night Football (TNF) features an enhanced viewing experience, providing unique perspectives from both legendary voices and fresh-off-the-field former players. With everything from advanced technology to alternate streams, we continue to innovate and provide a football-viewing experience that audiences crave.

Viewership that outdelivers

This past season, Prime Video’s exclusive TNF coverage featured substantial viewership gains and has continued to attract future generations of fans. With a younger, more affluent, and more engaged viewership, TNF offers a powerful opportunity to reach new audiences.

A closer look at the TNF audience

Throughout 2023, TNF on Prime Video broke its own viewership record not once, but twice. On November 30, the thrilling matchup between the Seattle Seahawks and the Dallas Cowboys attracted an average audience of 15.3 million viewers, delivering Prime Video’s largest audience and the NFL’s most-streamed regular-season game ever.1

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11.86M average viewership per game (+24% vs. 2022)2

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No. 1 Thursday program

Most-watched program 15 out of 15 Thursdays across broadcast and cable3

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Reached the elusive cord-cutter

Averaged 4.1M cord-cutters per game (+55% vs. 2022)4

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Younger adult audience

Seven years younger than 2023 NFL linear viewers (48.5 vs. 55.6)5

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TNF viewers watch an average of 82 minutes per game (6% longer than NFL linear)6

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61% more likely to take action by searching for brands advertised on TNF than brands/products advertised on NFL linear7

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Attracts a more affluent audience vs. NFL linear, with a median household income of $101K vs. NFL linear $87K8

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Powerful programming

TNF Tonight (pregame) averaged 1.4M viewers (+24% vs. 2022)
TNF Nightcap (postgame) averaged 1.8M viewers (+10% vs. 2022)9

1 Nielsen, Live+SD; Sept 14, 2023
2 Nielsen, Live+SD; Sept 14–Dec 28, 2023. Based on P2+ AMA.
3 Nielsen, Live+SD; Sept 14–Dec 28, 2023. Based on P2+ AMA.
4 Nielsen Live+SD, 2023 TNF vs. 2022 TNF
5 Nielsen, Live+SD; Sept 7, 2023–Jan 7, 2024. Based on P2+ AMA.
6 Nielsen, Live+SD; Sept 7, 2023–Jan 7, 2024. Based on P2+ AMA.
7EDO; Sept 7, 2023–Jan 7, 2024. NFL linear includes the regular season across CBS, Fox, NBC, ESPN. Based on Google search rate.
8 Nielsen, Live+SD; Sept 7, 2023–Jan 7, 2024
9 Nielsen, Live+SD; Sept 14–Dec 28, 2023. Based on P2+ AMA.

Prime Video launches new NFL tentpole

prime black firday football logo

On a day filled with established traditions that span shopping, travel, and some good ol’ Thanksgiving leftovers, the NFL and Prime Video came together to bring viewers the first ever Black Friday Football (BFF) game, featuring the Miami Dolphins and New York Jets. BFF etablished itself as a new holiday tentpole event, brought content and commerce together through unique sponsorship opportunities, and created a cross-cultural event with music and food-focused activations.

Attracting new and engaged audiences

24 percent

First-time TNF viewers reached last season during the Black Friday game (1 in 4 viewers)

31 percent

Black Friday audience that did not watch any of the three NFL Thanksgiving games on competitive networks

92 percent

Increased likelihood that Black Friday viewers searched for brands/products advertised than viewers of ads on competitive NFL Thanksgiving games

Tap into TNF’s new and enhanced ad products

The 2023 TNF season brought new and enhanced ad opportunities for advertisers. Fresh innovations, such as audience-based creative and interactive video ads, helped brands connect with audiences, upping the ante for engagement and relevancy. Remarketing also enabled advertisers to continue the conversation with TNF audiences after the final whistle, by reengaging TNF viewers across other Amazon products.

Audience-based creative

Improve advertiser relevance by delivering distinct ad creatives to unique custom audiences.

video ads

Streamline product discovery/purchasing with second-screen experiences.


Continue the conversation with TNF’s engaged audience across other Amazon Ads products.

Step into the huddle with Thursday Night Football