Amazon Prime Video’s first full season as an NBA media rights holder delivered steady viewership and a noticeably younger audience, according to data released by Amazon Prime Video.
Across 67 regular-season games, NBA coverage on Prime averaged 1.00 million U.S. viewers. The package also introduced 14 games in new broadcast windows, signaling an expanded approach to scheduling in its debut year.
When isolating 53 game windows that mirrored last season’s linear TV schedule, Prime Video essentially matched traditional network performance. Those games averaged 1.09 million viewers, down just two percent year over year. However, the platform showed meaningful gains where it matters most to advertisers.
Prime Video recorded double-digit increases across all key adult demographics under 55. That included gains of 11 percent among adults 18-34, 20 percent in the 18-49 demo, and 16 percent among adults 25-54.
The streaming platform also delivered a younger overall audience. The median viewer age for NBA on Prime landed at 46.9, nearly a decade younger than the 56.0 average on linear television.
That figure marks the league’s youngest audience in six years.
In addition, Prime Video attracted a more affluent audience. Nielsen data showed a median household income of $96,800 for its NBA viewers. That number is 16 percent higher than the $83,600 median for those watching on traditional networks.
The season’s most-watched game came during the Emirates NBA Cup Championship, when a matchup between the Spurs and Knicks drew 3.07 million viewers on December 16.
Prime Video also built momentum with its studio programming.
NBA Nightcap, the company’s postgame show produced from its Culver City facility, averaged 491,000 viewers. The program’s median age of 46.7 made it the youngest postgame show across major U.S. sports properties.
Compared to Inside the NBA on TNT last season, NBA Nightcap finished nearly even in total audience, down five percent. It also posted gains across younger demos, including a 17 percent increase among adults 18-34.
Beyond the United States, Prime Video emphasized its global reach. The company reported that NBA games were streamed on 227 million devices, generating more than 13.1 billion minutes of watch time across over 200 countries and territories.
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