Prime Video Delivers "Thursday Night Football's" Most-Watched Season Ever

Full-season average of 15.33M viewers surpasses all previous seasons of TNF across 20-year history of the NFL package

Prime Video continues to attract future generations of fans with significant P18-34 and P18-49 viewership increases and audiences nearly 7 years younger than broadcast and cable

TNF Tonight and TNF Nightcap pregame and postgame shows both deliver best-ever audience figures and impressive year-over-year viewership increases

TNF on Prime's reach exceeds 122 million unique viewers, an expansion of more than 50M since 2022

Third annual Black Friday Football game scores +21% YoY gain with 16.33M viewers as centerpiece of 17-hour live sports feast on Prime Video

NEW YORK - January 5, 2026 - Prime Video has delivered the most-watched season to date across the 20-year history of the NFL's Thursday Night Football package. The 2025 season of TNF on Prime averaged 15.33 million viewers throughout its 15-game campaign, marking a +16% increase over the 2024 season and the third-consecutive year of double-digit, year-over-year viewership growth.

TNF on Prime continues to attract future generations of fans. Building on last season's all-time highs within each key adult demographic under the age of 55, Prime Video once again earned significant viewership increases among the P18-34, P18-49 and P25-54 demographics in 2025. Audiences watching TNF on Prime are nearly seven years younger than those watching the NFL on broadcast and cable networks, and 15 years younger than audiences watching prime-time broadcast television during the Fall 2025 season. At the same time, TNF on Prime viewership among viewers 55 and older climbed +19% this season.

"The growth trajectory we're experiencing with Thursday Night Football on Prime Video is rare, and a testament to the exceptional work of our production and innovation teams, as well as our great partners at the NFL," said Jay Marine, Head of Prime Video U.S., Global Sports and Advertising. "This season reached new heights, and we're humbled by the positive response from fans as we relentlessly work to innovate and make our broadcasts even better."

TNF on Prime's fourth season of exclusive coverage began and ended with games that set all-time viewership marks for the franchise. The 2025 campaign kicked off in September with a Commanders-Packers matchup that averaged 17.76M viewers and culminated on Christmas night with a Broncos-Chiefs game that averaged 21.06 million. All told, the 2025 full-season average of 15.33M marks a +16% increase over the 2024 TNF on Prime season (13.20M), a +29% climb from the 2023 full-season average (11.86M) and a remarkable +60% jump from the inaugural season of exclusive TNF on Prime coverage in 2022 (9.58M). Per Nielsen, the 2025 season of TNF on Prime was watched by 122.09 million unique U.S. viewers, expanding its reach by more than 50 million since Prime Video's inaugural 2022 season (71.97 million).

Prime Video's signature on-site pregame and postgame shows, TNF Tonight and TNF Nightcap, both scored their most-watched seasons ever and earned significant viewership gains over last season. TNF Nightcap averaged 2.75M in 2025, registering a +35% increase over its 2024 average (2.04M), and growth of +64% since its debut season in 2022 (1.68M). TNF Tonight, which kicks off TNF on Prime's coverage each week at 7:00PM ET, averaged 1.90M in 2025, marking a +24% increase over its 2024 average (1.53M), and a viewership increase of +69% since its inaugural 2022 season (1.12M).

Additionally, the third annual presentation of Black Friday Football on November 28, positioned at the center of a nearly 17-hour live sports marathon on Prime Video, attracted 16.33 million viewers on November 28, marking a +21% leap over last year's contest (13.51M) and +70% vs. the inaugural BFF game in 2023 (9.61M).

Below, find viewership highlights from the fourth season of exclusive TNF on Prime coverage, along with highlights from Black Friday Football in a separate section. Please note that all 2025 figures are from Nielsen's Big Data + Panel measurement.

2025 TNF on Prime Viewership Highlights

The 2025 season of TNF on Prime stands as the most-watched TNF season in the 20-year history of Thursday Night Football.*

Most-watched seasons of Thursday Night Football on record (P2+):

1. 2025 (Prime Video): 15.33M

2. 2019 (FOX, NFLN, PV): 13.65M

3. 2015 (CBS, NFLN): 13.49M

4. 2018 (FOX, NFLN, PV): 13.42M

5. 2016 (CBS, NBC, NFLN): 13.39

6. 2021 (FOX, NFLN, PV): 13.34M

7. 2024 (Prime Video): 13.20M

8. 2017 (CBS, NBC, NFLN, PV): 12.53M

9. 2014 (CBS, NFLN): 12.51M

10. 2023 (Prime Video): 11.86M

TNF on Prime's 2025 season marks the third-consecutive season to achieve double-digit, year-over-year viewership growth for Prime Video.

The 2025 season averaged 15.33M, which is up +16% vs. last year's full-season average (13.20M), +29% over the 2023 full-season average (11.86M), and +60% over the 2022 full-season average (9.58M).

2025 featured 7 of the 10 most-watched TNF on Prime games ever.

12 of 15 TNF on Prime games in 2025 posted a year-over-year viewership increase over the comparable 2024 game.

TNF on Prime averaged 15M+ viewers eight times this season, doubling the combined total of 15M+ games over the previous three seasons of TNF on Prime.

Throughout the 2025 season, TNF on Prime's median age was 49.4, which is almost seven years younger than audiences watching the NFL on linear networks (56.2) and 15 years younger than audiences watching prime time broadcast television during the Fall 2025 season (64.4).

Based on a one-minute qualifier, the 2025 TNF on Prime season was watched by 122.09 million unique U.S. viewers, marking an increase of more than 30 million over the 2024 season (91.10M), and growth of more than 50 million since Prime Video's inaugural season of exclusive coverage in 2022 (71.97M).

Double-Digit Viewership Growth Across Key Adult Demographics

Within the coveted P18-34 demo, TNF averaged 2.87M viewers in 2025, up +10% vs. last year's full-season average (2.61M).

Within the P18-49 demo, TNF averaged 6.74M viewers, up +13% vs. last year's full-season average (5.99M).

Within the P25-54 demo, TNF averaged 7.31M viewers, up +11% vs. last year's full-season average (6.58M).

Within the P55+ demo, TNF averaged 6.09M viewers, up +19% vs. last year's full-season average (5.12M).

TNF Nightcap and TNF Tonight Score Best-Ever Audience Marks, Impressive Year-over-Year Increases

TNF on Prime's postgame show, TNF Nightcap, averaged 2.75M viewers this season, up +35% over last year's average (2.04M), +49% vs. the 2023 average (1.85M) and +64% over 2022 (1.68M).

o TNF Nightcap's median age is 46.3, the youngest among all NFL shoulder programming.

o TNF Nightcap delivered 10 of its most-watched shows ever in 2025.

TNF Tonight, TNF on Prime's pregame show, averaged 1.90M viewers this season, up +24% over last year's average (1.53M), up +36% over the 2023 average (1.39M), and +69% over 2022 (1.12M).

o TNF Tonight delivered eight of its most-watched shows ever in 2025.

TNF Viewers Command Higher Household Incomes

According to Nielsen's most recent data, TNF on Prime viewers earned a median household income of $123,000 throughout the 2025 season, which is +28% higher than audiences watching the NFL on linear networks ($96,000).

Third Annual Black Friday Football Game on Prime Video Scores All-Time Highs

Prime Video presented nearly 17 hours of live sports to fans around the world on November 28. At the center was the third annual Black Friday Football game, where the Bears' victory over the defending Super Bowl champion Eagles averaged 16.33 million viewers. The game stands as the most-watched Black Friday sporting event since at least 1991, per Nielsen, surpassing FOX's 2022 presentation of the U.S.A. vs. England FIFA World Cup match (15.49M).

Additional Black Friday Football highlights include:

Bears-Eagles delivered a +21% increase vs. last year's Black Friday game (13.51M; Raiders-Chiefs, 11/29/24), and a +70% jump over the inaugural BFF game (9.61M; Dolphins-Jets, 11/24/23).

o Bears-Eagles attracted a peak audience of 20.08 million viewers at 5:33 p.m. ET.

Among viewers in the coveted P18-34 demographic, Bears-Eagles averaged 3.10M viewers, an increase of +23% over last year's BFF game (2.53M), and up +76% vs. the inaugural game in 2023 (1.77M).

Among viewers in the P18-49 demographic, Bears-Eagles averaged 6.97M viewers, an increase of +22% over last year's BFF game (5.72M), and up +63% vs. the inaugural game in 2023 (4.28M).

Nightcap, BFF's postgame show that followed Bears-Eagles, averaged 4.07M viewers, marking the most-watched postgame show ever on Prime, an increase of +6% over last year's BFF edition (3.85M), and +58% over the inaugural BFF Nightcap in 2023 (2.57M).

Outside of the U.S., Black Friday Football reached a total of 5.29 million viewers (1.06M AMA) on Black Friday, according to Amazon first-party viewership data.** The United Kingdom, Germany, and Japan were the top-three markets internationally.

*Season averages listed are comprised of regular season Thursday Night Football games only, and do not include Black Friday Football and/or special events (i.e. non-Thursday Christmas games).

**Amazon first-party viewership aggregates direct viewing data from the millions of devices and accounts watching in order to provide a comprehensive understanding of viewership across Amazon's channels. Black Friday Football international figures include DAZN and linear viewership in Canada and Germany.

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