Prime Video Registers TNF's Most-Watched Season in the 19-Year History of the Package Across Key Demographics

Second year of double-digit growth includes historic all-time highs among P18-34, P18-49 and P25-54

Nielsen's Big Data + Panel measurement scores TNF's full-season average at 14.23 million viewers

Prime Video continues to deliver younger fans, with TNF's median age nearly seven years less than audiences watching the NFL on broadcast and cable

All pregame and postgame shows score best-ever audience marks and strong year-over-year increases

TNF on Prime's reach exceeds 91 million unique viewers, an expansion of nearly 20 million since 2022

NEW YORK - January 2, 2025 - Prime Video's third exclusive season of Thursday Night Football (TNF) set new all-time highs and once again registered double-digit, year-over-year audience growth. Prime Video continues to build TNF into one of the most valuable franchises in media, with best-in-class production quality, AI-powered innovations, interactive advertising offerings, and rising viewership among current and future generations of fans.

Prime Video's second consecutive season of across-the-board viewership gains were highlighted by best-ever audience figures in the 19-year history of TNF within key adult demographics under the age of 55. TNF on Prime's 2024 viewership among the P18-34, P18-49, and P25-54 demographics each registered all-time highs, surpassing the full-season averages of all broadcast and cable carriers to present TNF since the package was first introduced in 2006. As the NFL's regular season draws to a close this weekend, the median age of Prime Video's TNF audience is nearly seven years younger than those watching the NFL on linear networks, and more than 14 years younger than audiences watching prime-time broadcast television during the Fall 2024 season.

According to Nielsen's Panel Only measurement, TNF on Prime Video posted an +11% average viewership increase among total viewers over the previous season (13.20 million vs. 11.86 million), and a remarkable +38% leap over TNF on Prime's 2022 inaugural season average (9.58 million). When including Black Friday Football into the NFL on Prime regular season average, the viewership increase over the 2023 season rises to +13% (13.22 million vs. 11.71 million). Per Nielsen, the 2024 season of TNF on Prime was watched by 91.10 million unique U.S. viewers, expanding its reach by nearly 20 million since Prime Video's inaugural 2022 season (71.97 million).

Nielsen's Big Data + Panel (BD+P) measurement scored TNF's 2024 full-season average at 14.23 million viewers (P2+ AMA). During the December 5 Packers at Lions TNF game, BD+P registered a franchise-high 18.48 million viewers, with a peak audience of 20.29 million. Within this enhanced methodology, Nielsen combines data points from approximately 45 million households and 75 million devices with their person-level panel of more than 100,000 people to produce a deeper and more complete view of all Nielsen-measured programs.

"We could not be more proud of our partnership with the NFL, our viewership growth and the innovations we've initiated for fans and brands over these first three seasons of TNF on Prime," said Jay Marine, Global Head of Sports and Ads, Prime Video. "Our production and tech teams are best-in-class, and with AWS and our outstanding team of data scientists, we're pioneering the use of AI to advance the presentation of live sports in exciting ways, and we are just getting started."

The 2024 TNF on Prime season delivered several other notable milestones. Per Nielsen (Panel Only), Prime Video featured considerable gains across all pregame and postgame shows, including TNF Tonight and TNF Nightcap, which grew +10% and +11%, respectively. In addition, Prime Video's second presentation of Black Friday Football (BFF) attracted an average audience of 13.51 million viewers, marking a +41% leap over the 2023 inaugural BFF game.

Below, find additional 2024 viewership highlights from Prime Video's third season as the exclusive home of TNF. In order to present apples-to-apples comparisons with previous TNF seasons, the following figures do not include the annual Black Friday Football game, which is covered in a separate section. There is also a separate section that covers Nielsen's Big Data + Panel measurement highlights.

According to Nielsen, (Panel Only), TNF on Prime Video averaged 13.20 million viewers per game during the 2024 season, marking an increase of +11% over the previous season (11.86 million), and 38% over the inaugural 2022 season (9.58 million).

TNF on Prime's 2024 season registered all-time highs within each key demographic under the age of 55, topping all full-season averages generated by cable and broadcast partners since the inception of the package in 2006.

2024 featured six of the 10 most-watched TNF on Prime games ever.

Ten TNF on Prime games in 2024 posted year-over-year viewership gains over the comparable 2023 game.

TNF's average audience crossed the 12 million mark 11 times during the 2024 season, while the 2023 TNF on Prime season posted six such games, and 2022 featured one.

Throughout the 2024 season, fans watching TNF on Prime carried a median age of 49.0 years, which is nearly seven years younger than the average median age of viewers watching the NFL on linear TV (55.7), and more than 14 years younger than audiences watching prime time broadcast television during the Fall 2024 season (63.3).

Per Nielsen and based on a one-minute qualifier, the 2024 TNF on Prime Season was watched by 91.10 million unique U.S. viewers, which is +27% ahead of the inaugural 2022 season (71.97 million).

Additional highlights include:

Most-Watched Among P18-34 in TNF History; Third Consecutive Year of Strong Viewership Growth

Among viewers in the coveted P18-34 demographic, TNF on Prime registered the most-watched season ever in 2024, posting an average of 2.61 million viewers.

The 2024 TNF on Prime average among P18-34 marks an increase of +9% over the 2023 season (2.40 million), and +24% over the 2022 TNF on Prime season (2.11 million).

The 2024 TNF on Prime season average among P18-34 posted an +37% increase over the 2021 average (2.61 million vs. 1.90 million).

Per Nielsen, TNF was the most-watched prime time NFL game of the week eight times during the 2024 season among P18-34.

Throughout the 2024 season, 20% of TNF on Prime's viewers were in the P18-34 demographic, compared to 14% of viewers watching the NFL on linear networks.

Throughout the Fall 2024 season, only 7% of viewers watching prime time broadcast television are in the P18-34 demographic.

The previous all-time high was set in 2015 (2.58 million), when TNF was presented on broadcast and cable.

Most-watched Among P18-49 and P25-54 in TNF History

TNF on Prime's 2024 average viewership among P18-49 was the highest in the history of TNF. The full-season average of 5.99 million viewers marked an increase of +9% over 2023 (5.49 million), and +27% over 2022 (4.70 million).

Throughout the 2024 season, 45% of TNF on Prime's viewers were in the P18-49 demographic, compared to 34% of viewers watching the NFL on linear networks.

Throughout the Fall season, only 20% of viewers watching prime time broadcast television were in the P18-49 demographic.

The previous all-time high was set in 2015 (5.79 million), when TNF was presented on broadcast and cable.

TNF on Prime's 2024 average viewership among P25-54 was the highest in the history of TNF. The full-season average of 6.55 million viewers topped the previous all-time high set in 2015 (6.23 million), when TNF was presented on broadcast and cable.

Female Viewership of TNF Posts Second Consecutive Year of Double-Digit Gains

TNF on Prime's average viewership among F2+ was 4.23 million viewers in 2024.

The 2024 TNF on Prime average among F2+ marks an increase of +10% over the 2023 TNF on Prime season (3.86 million) and +42% over 2022 (2.98 million).

All TNF Pregame and Postgame Shows Register Strong Viewership Growth

Despite no lead-in programming, TNF Tonight attracted an average audience of (1.53 million) in 2024, marking a +10% uptick over its 2023 average (1.39 million), and +37% over 2022 (1.12 million).

TNF Kickoff, which streams from 8 - 8:15PM ET each week, attracted an average audience (P2+) of 5.59 million viewers throughout the 2024 season, marking a +6% increase over its 2023 average (5.27 million) and +39% over 2022 (4.03 million).

TNF Postgame, which streams for 10 minutes immediately following the game's conclusion each week, attracted an average audience (P2+) of 4.42 million viewers throughout the 2024 season, marking a +12% increase over its 2023 average (3.96 million), and +33% over 2022 (3.32 million).

TNF Nightcap, a 30-minute show that immediately follows TNF Postgame, attracted an average audience (P2+) of 2.04 million viewers throughout the 2024 season and consistently outperformed all competing programming across broadcast and cable.

TNF Nightcap's 2024 average marks a +11% increase over its 2023 average (1.85 million) and +21% over 2022 (1.68 million).

TNF Viewers Command Higher Household Incomes

According to Nielsen's most recent data, TNF on Prime viewers earned a median household income of $101,800 throughout the 2024 season, which is +16% higher than audiences watching the NFL on linear networks ($87,800).

Nielsen's Big Data + Panel Measurement

Prior to the start of the 2024 season, Nielsen introduced its Big Data + Panel (BD+P) measurement, featuring an enhanced methodology that combines data points from approximately 45 million households and 75 million devices with their person-level panel of more than 100,000 people to produce a deeper and more complete view of all Nielsen-measured programs.

According to Nielsen's Big Data + Panel measurement, Prime Video averaged 14.23 million viewers (P2+ AMA) during the 2024 TNF on Prime season.

Across key demographics, TNF's BD+P season averages are below.
P187-34: 2.84 million
P18-49: 6.49 million
P25-54: 7.07 million
P55+: 5.51 million
Big Data + Panel Weekly Viewership - 2024 TNF on Prime Season (P2+ AMA)
9/12/24 - BUF@MIA: 15.79 million (18.82 million Peak)
9/19/24 - NE@NYJ: 14.80 million (17.11 million Peak)
9/26/24 - DAL@NYG: 17.61 million (19.65 million Peak)
10/3/24 - TB@ATL: 13.22 million (14.86 million Peak)
10/10/24 - SF@SEA: 13.91 million (15.61 million Peak)
10/17/24 - DEN@NO: 10.64 million (12.65 million Peak)
10/24/24 - MIN@LAR: 13.76 million (15.07 million Peak)
10/31/24 - HOU@NYJ: 12.82 million (14.57 million Peak)
11/7/24 - CIN@BAL: 14.58 million (16.28 million Peak)
11/14/24 - WAS@PHL: 15.51 million (17.48 million Peak)
11/21/24 - PIT@CLE: 14.79 million (16.34 million Peak)
12/5/24 - GB@DET: 18.48 million (20.29 million Peak)
12/12/24 - LAR@SF: 13.36 million (14.39 million Peak)
12/19/24 - DEN@LAC: 11.94 million (12.94 million Peak)
12/26/24 - SEA@CHI: 11.69 million (12.95 million Peak)

According to Nielsen's Big Data + Panel measurement, TNF's 2024 peak viewership average was 15.93 million.

Prime Video's Second Black Friday Football Game Scores Significant Increases

Per Nielsen's Panel Only measurement, Prime Video's second presentation of Black Friday Football on November 29th delivered 13.51 million viewers, an average audience increase of +41% over last season's inaugural event. As Black Friday Football on Prime continues its build into one of America's great sports traditions, significant year-over-year gains were also achieved across all key demographics.

Black Friday Football's viewership peaked at 18.68 million viewers, registering a +60% increase over the previous year's BFF peak (11.64 million).

Among viewers in the coveted P18-34 demographic, the game averaged 2.53 million viewers, an increase of +43% over last year's BFF game (1.77 million).

Among viewers in the P18-49 demographic, the game averaged 5.72 million viewers, an increase of +34% over last year's BFF game (4.28 million).

Nightcap, BFF on Prime's postgame show, scored an average viewership of 3.85 million viewers, marking an increase of +50% over last year's inaugural BFF edition (2.57 million).

Within Nielsen's Big Data + Panel measurement, BFF attracted an average audience of 13.91 million viewers, and a peak audience of 17.98 million.

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