An Inside Look at Prime Video's Thursday Night Football by the Numbers

Around 20% of TNF advertisers were new to the NFL

Amazon’s Prime Video officially wrapped its second year as the exclusive streaming home for Thursday Night Football, finishing a year of growth in both viewership and advertising.

The 2023 season averaged 11.86 million viewers per game, up 24% year over year, according to data from Nielsen. Overall, the NFL had its best regular season average viewership for games since 2015, with regular-season games averaging 17.9 million viewers.

More than 50% of Prime Video’s 2023 TNF advertisers were net-new versus the 2022 season, and around 20% of those advertisers were new to the NFL.

“There are brands that were already invested with Amazon and using different tactics and now all of a sudden you add this amazing property like Thursday Night Football into the Prime Video mix,” Amy McDevitt, Amazon Ads’ sports brand partnership lead, told Adweek.

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