Thursday Night Football
scouting report

by Amazon Ads

Take a deep dive into TNF on Prime Video and the new era of NFL fans through insights and analysis.

Prime Video Thursday Night Football logo

The most-streamed NFL game. Ever.

The inaugural TNF matchup between the Chargers and Chiefs surpassed the previous record holder (Super Bowl LVI on NBC) with an average minute audience (AMA) of 13M viewers.

The game was also the #1 most-watched program of the day for all age groups—and #1 of the week for 18- to 34-year-olds.1

1Source: Nielsen National TV Services, Live+Same Day. The most-streamed NFL game record is based on a 12.9M AMA, which is the 15M AMA minus OTA and OOH. This provides an apples-to-apples comparison against NBC's digital audience.

TNF on Prime Video brings the action

Get the lowdown on this year’s TNF games

Jeff Kaiser, Head of US Sports Programming for Prime Video, gives his top reason for watching each of the 2022 TNF match-ups.

A new audience for a new era of TNF

Football player

Meet the 2022 TNF sponsors

By integrating these sponsorships into the TNF viewing experience, we’re making TNF a can’t-miss play for both fans and the brands.

Who are the Amazon TNF viewers?

Our audience looks a little different from the traditional NFL TV broadcast. Amazon TNF viewers include additional younger adult viewers and a growing audience on Twitch.

92% of the Amazon TNF viewers are from adult Gen Z, Millennials, and Gen X (compared to 78% of NFL audience on linear TV)

38% are cord-cutters—they watch sports only via streaming

The sports category on Twitch has grown by 155%

Watching, shopping, and engaging during TNF

A closer look at the 2022 TNF audience

Compared to the NFL TV audience, Amazon TNF viewers are engaging more on social media and taking action based on advertising.

51% of the TNF audience is from the 18- to 49-year-old age group (compared to 37% for linear NFL broadcast).1

TNF viewers were 72% more likely to search for brands/products advertised during TNF than viewers of ads during primetime NFL Week 1 2022.2

TNF had 11.7x more mentions than Monday Night Football on 9/12, and 4x more social mentions on 9/15 than Sunday Night Football on 9/11.3

1Nielsen National TV Services, Live+Same Day. NFL linear comparisons thru 9/19.
2EDO, 9/15/22. NFL primetime comparison includes NFL Kickoff on NBC, Sunday Night Football on NBC, Monday Night Football on ESPN.
3ListenFirst, 9/11 - 9/15/22

NFL legends on TV: Richard Sherman and Ryan Fitzpatrick

These two join Pro Football Hall of Famer Tony Gonzalez as TNF analysts and team up with Charissa Thompson, one of the top hosts in sports television. What can viewers expect from this new team?

Saquon Barkley

Saquon Barkley talks TNF

"I’m really excited about Amazon and TNF because I think you guys will do some really cool things to take it to another level," said the New York Giants star running back.

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