Amazon’s Thursday Night Football on Prime continues its upward trajectory, as last week’s AFC East showdown between the Miami Dolphins and Buffalo Bills delivered 16.45 million viewers. The game marked a 23% increase compared to the same week a year ago and a 10% boost from last season’s Bills-Dolphins season opener.
The strong audience made Thursday’s game the third most-watched TNF on Prime broadcast ever. It also marked the first time the franchise has surpassed 16 million viewers in consecutive weeks, further underscoring Prime Video’s momentum as it enters its third season as the exclusive home of the package.
The broadcast peaked at 18.33 million viewers between 9:15 and 9:29 p.m. ET, according to Nielsen’s Big Data + Panel measurement. Through two games, TNF on Prime is averaging 17.13 million viewers. That figure represents a 21% increase from last season’s average through two weeks and a 30% jump from the full 2024 season.
While the numbers are impressive overall, Amazon’s NFL coverage continues to make its biggest mark with younger audiences. The platform is drawing the largest P18-34 and P18-49 audiences across any full-season NFL package. In the P18-34 demographic, TNF is averaging 3.64 million viewers, up 39% over last year. In P18-49, the average is 8.32 million, also up 39% year-over-year.
At the same time, TNF is seeing gains among older viewers. The P55+ audience has grown 22% compared to 2024, averaging 6.25 million viewers, and is up 37% compared to 2023. The broad appeal has helped keep the median age of TNF’s audience at 47.4, more than seven years younger than the average NFL audience on linear television.
Prime Video’s shoulder programming is also benefitting from the boost. TNF Nightcap, the network’s postgame show, hit a record-high 3.32 million viewers following Thursday’s game. That topped the previous record of 2.79 million set just a week earlier. Season-to-date, the postgame show is averaging 3.04 million viewers, a 49% increase over last season and a 64% jump from 2023.
Meanwhile, TNF Tonight, the weekly pregame show that begins at 7 p.m. ET, is averaging 2.11 million viewers through two weeks. That number is up 38% from last season and 51% compared to two years ago.
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