The exclusive presentation of the NFL Wild Card round matchup between the Pittsburgh Steelers and Baltimore Ravens averaged 22.07 million viewers on Amazon’s Prime Video and local affiliates, according to data from the panel only measurement from Nielsen Media Research. The AFC North divisional matchup finished as the most-watched game of the NFL on Prime in the three years of the broadcast property. This broadcast peaked with 24.66 million viewers during the 9 to 9:15 p.m. EST quarter hour, indicative of the highest peak audience for an NFL Wild Card game airing on Saturday night since 2022.
Viewership for the game on Saturday was 67% higher than the season average for Thursday Night Football of 13.2 million viewers. Moreover, the contest was up 28% from the previous all-time record for average viewership for the NFL on Prime, which took place last month when the Green Bay Packers visited the Detroit Lions. Viewers in the Persons 18-49 demographic averaged 9.54 million, representative of an all-time high for the NFL on Prime. The company also set a new record in the Persons 18-34 demographic with an average of 3.98 million viewers. Al Michaels, Kirk Herbstreit and Kaylee Hartung were on the call for the game, finishing their third season as the broadcast team for NFL games on Prime Video.
The pregame show ahead of the Wild Card matchup averaged 2.03 million viewers, up 33% from the season average for TNF Tonight (1.53 million). Additionally, the postgame show was up 74% from the season average for TNF Nightcap (2.04 million), garnering an average of 3.54 million viewers. Charissa Thompson, Andrew Whitworth, Tony Gonzalez, Richard Sherman, Ryan Fitzpatrick, Taylor Rooks and Albert Breer took part in this programming throughout the night.
The game broadcast finished short, however, of the 22.86 million Peacock attained on its exclusive Saturday night Wild Card matchup between the Miami Dolphins and Kansas City Chiefs, which also aired on local affiliates in markets of the participating teams. Nonetheless, the matchup was up 7% year-over-year from the Saturday night Wild Card game in 2023 when the Los Angeles Chargers faced the Jacksonville Jaguars, a game that went down to the wire and averaged 20.61 million viewers on NBC.
Compared to all exclusive streaming games, the contest ranks fourth all time, finishing behind Dolphins-Chiefs and both NFL Christmas Day games airing on Netflix. This is the final game of the NFL season that is airing on Prime Video, officially completing the season of broadcasts under its 10-year media rights deal with the league reportedly worth $1 billion per year.
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