Prime Video continues to solidify its position as a major player in live sports, delivering the most-watched season in the 20-year history of the NFL’s Thursday Night Football franchise.
The 2025 edition of Thursday Night Football on Prime Video averaged 15.33 million viewers across 15 regular-season games, according to Nielsen. That figure represents a 16% increase from the previous season. It also marks the third straight year of double-digit growth for the streaming-exclusive package. Since Prime Video assumed exclusive rights in 2022, TNF viewership has climbed 60%. This growth underscores the platform’s accelerating momentum with NFL audiences.
Beyond overall reach, Prime Video continues to make meaningful inroads with younger viewers. This area is increasingly important to the league and its media partners. The 2025 season posted gains across all major adult demographics under 55. Those gains included viewers ages 18–34, 18–49, and 25–54.
Prime Video reports that its TNF audience skews nearly seven years younger than NFL games airing on broadcast or cable television and roughly 15 years younger than prime-time broadcast programming during the fall.
At the same time, growth was not limited to younger demographics. Viewership among fans aged 55 and older rose 19% year over year, signaling broader adoption of the streaming platform across age groups.
“This season reached new heights,” said Jay Marine, head of Prime Video U.S., Global Sports and Advertising, citing continued innovation and collaboration with the NFL as key drivers of growth. Marine added that the positive response reinforces the company’s long-term commitment to improving the viewing experience.
The season was bookended by record-setting games. Prime Video’s 2025 kickoff matchup between Washington and Green Bay averaged 17.76 million viewers. The Christmas night game between Denver and Kansas City drew a franchise-best 21.06 million. Overall, the season reached 122.09 million unique U.S. viewers. That total marked an increase of more than 50 million from Prime Video’s inaugural TNF season.
Prime Video’s studio programming also experienced significant gains. TNF Nightcap averaged 2.75 million viewers, up 35% from 2024 and 64% since its debut. TNF Tonight, which leads into game coverage each week, averaged 1.90 million viewers, reflecting a 24% year-over-year increase and a 69% jump since 2022.
Additionally, the third annual Black Friday Football game continued to trend upward. The November 28 contest averaged 16.33 million viewers as part of a daylong Prime Video sports slate. That figure represented a 21% increase from last year and a 70% gain over the event’s first outing.
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