Prime Video records most-watched Thursday Night Football season among key adult demographics

Big moments deserve the big stage.

In 2024, Thursday Night Football (TNF) on Prime Video took advantage of its best-ever slate of matchups, key tentpole games, innovative production elements, and top on-air talent to deliver its most engaging season yet for Amazon Ads customers. And the results back it up.

Prime Video’s average viewership for TNF grew by 11% in 2024, the only NFL broadcast partner to grow year-over-year. All told, 103.1M total unique viewers tuned in across TNF, Black Friday and Prime Video’s first-ever exclusive Wild Card game. In fact, the Wild Card matchup featuring division rivals Pittsburgh and Baltimore was the most-streamed game in Prime Video history, drawing an average of 22.1M, and peaking at 24.7M P2+ viewers, giving brands access to Amazon’s extensive streaming scale across the United States.

TNF’s shoulder programming also saw viewership growth, driven by a star-studded on-air talent roster, featuring exclusive interviews and features with star players from each week’s game. This past season, TNF Tonight averaged a record 1.5M viewers, while TNF Nightcap averaged a record 2.0M viewers,¹ giving advertisers another opportunity to reach engaged viewers at scale in new and unique ways through special features and sponsored content.

Prime Video continues to reach the audiences brands crave, including younger and more affluent audiences compared to linear NFL broadcasters.

Within key adult demographics,² the 2024 season was the most-watched in the 19-year history of TNF, surpassing the full-season averages of all broadcast and cable carriers to present TNF since the package was first introduced in 2006. Year-over-year viewership growth was fueled by increases within key advertiser demos, including female viewers, which rose by double digits for the second straight season. In addition, the Prime Video audience continues to register higher household incomes than linear audiences.³

And even better for advertisers, fans who stream on Prime Video are ready to engage with your brand and product, as Prime Video’s live sports viewers are 60% more likely to pay attention to commercials and 40% more likely to buy products and services advertised.⁴

The Amazon Ads team is expertly positioned to best engage with these leaned-in audiences by driving collaborative, interactive advertising experiences, backed by first-party signals that deliver actionable results for the customer.

For example, during the 2024 TNF season, brands using Interactive Video Ads (IVA)—advertising spots which allow the viewer to click or scan a QR code and directly access more information on a product—saw a 28% higher purchase rate compared to non-IVA ads.⁵ Customers also continue to drive results for their brands through audience-based creative and remarketing efforts across Amazon Ads products, as well as through innovative brand partnerships and special retail deal opportunities.

Through key regular season matchups and tentpole moments, Thursday Night Football on Prime Video continues to deliver for advertising customers. Prime Video supports a growing lineup of live sports, including Thursday Night Football, NBA, NASCAR, WNBA, and NWSL in the United States, as well as Amazon Original documentaries, regional sports offerings, and premier global properties.