Amazon Prime Video’s ‘Thursday Night Football’ Starts Strong With 15.3 Million Viewers •

    The first exclusive “Thursday Night Football” game on Amazon Prime Video was a win for the streaming service, with 15.3 million viewers, the company announced Today.

    Amazon’s successful “TNF” game underlines the value live sports bring to streaming services. On average, “TNF” games earn about 12.84 million viewers across Amazon, Fox, and the NFL Network, all of whom have shared the NFL package until this year.

    Last week’s total viewership exceeded Amazon’s expectations of 12.5 million viewers, according to AdAge.

    The aggregate 15.3 million viewer figure of Amazon’s first “TNF” game of the year is a combination of Amazon’s first-party measurement and Nielsen’s third-party measurement. Nielsen’s measurement alone surpassed last year’s viewership of “TNF”‘s week 2 game by 47%, which aired only on the NFL network.

    Nielsen’s total viewership was 13 million viewers, sampled from Prime Video subscribers in the US streaming on set-top boxes, connected TVs, web and mobile, as well as Amazon’s platform Twitch, NFL+, out-of-home viewing and over-the- air broadcasts in the home markets of the Los Angeles Chargers and Kansas City Chiefs. The data metering company calculated the viewership of the “TNF” game, as well as the pregame and post-game shows.

    Based on Nielsen’s local market ratings, an average of 602,000 viewers watched the local broadcast in Los Angeles and 555,000 viewers in Kansas City.

    Amazon’s own measurement is based on instant viewing data across all types of devices and accounts, including the stream on Amazon’s Twitch platform. Amazon also partnered with DirecTV to bring “TNF” games to more than 300,000 national chains and local businesses. The company added Nielsen numbers to arrive at the final total.

    Last month, Amazon and Nielsen signed a three-year deal to measure ratings of Prime Video’s “Thursday Night Football” games. This was the first time Nielsen included a streamer and his live streaming program on his national TV metering service.

    Amazon sent a memo sent to Amazon staff on Monday, September 19, where Jay Marine, global head of sports, Amazon Prime Video, bragged that “Thursday Night Football” helped Prime Video earn a record number of subscriptions. The memo was leaked to the public earlier this week.

    “The ratings exceeded all our expectations for viewers,” Marine wrote. “During our TNF broadcast, we also saw the biggest three hours of US Prime sign-ups ever in Amazon history — including Prime Day, Cyber ​​Monday, and Black Friday,” the memo wrote.

    Marine also noted that Amazon’s first “TNF” exclusive broadcast “delivered the most-watched US primetime night in Prime Video history.”

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