Thursday Night Football on Prime Video Dominates Ratings

By Jessica Lerner 

The Sept. 15 premiere of Thursday Night Football on Prime Video was a huge success, averaging 15.3 million viewers across all platforms, as fans tuned in for the AFC rivalry game between the Kansas City Chiefs and Los Angeles Chargers.

The premiere averaged 13.0 million total viewers in Nielsen National TV Ratings alone, up 47% over the equivalent Week 2 TNF clash that broadcast only on NFL Network last year. As the Chiefs defeated the Chargers 27-24, Prime Video’s popularity peaked from 10:45 to 10:59 p.m., with 14.6 million people.

TNF on Prime Video received a 4.25 rating from adults 18 to 34, which is 18% higher than the average for NFL telecasts this season. The game garnered more views than any other broadcast or cable program that night, beating Young Sheldon on CBS by +271%.


Local broadcasts averaged 602,000 viewers in Los Angeles and 555,000 viewers in Kansas City, according to Nielsen local market statistics.

Moreover, a record number of new Prime Video subscribers signed up over a three-hour period, surpassing similar times on Prime Day or other significant shopping holidays like Black Friday and Cyber Monday.

“By every measure, Thursday Night Football on Prime Video was a resounding success,” Jay Marine, global head of Amazon’s sports division, said in the memo obtained by CNBC.