Prime Video kicks off its fifth season of Thursday Night Football tonight with Al Michaels on the call. Lions-Bills headlines the opener, marking the first regular-season game at Highmark Stadium.
What We Know: This season’s slate looks stronger than in years past, according to announcer Al Michaels. Beyond the opener, Prime will air potential marquee matchups like Patriots-Bears, Chiefs-Rams and 49ers-Chargers. Notably, last season was the most-watched Thursday Night Football season ever on Prime Video. As a result, the league appears increasingly confident in Amazon’s production.
What They Said: Al Michaels: “We’re happy with the way things have evolved and where they’ve come. And I think the league has shown us they’re pretty happy with the way Amazon’s been telecasting and producing these games by the type of schedules we’ve been given over the last couple of years.”
Al Michaels: “The league has a tough decision to make because you’ve got all these partners and you’ve got to try to give them some very good games. They’ve given us our share.”
What Remains Unclear: With the improved slate of games, it remains unknown how the league will continue to schedule games on streaming platforms with paywalls. NFL Commissioner Roger Goodell hinted with CNBC last week that the league could consider reworking game packages with new media rights deals coming up prior to the 2029 season.
What It Means: Ultimately, Amazon’s Thursday package keeps gaining credibility within the NFL’s media ecosystem. Better matchups suggest growing trust between the league and the streamer. Therefore, expect Prime’s standing to strengthen as future media deals take shape. For fans, Thursday nights are becoming appointment viewing rather than an afterthought.
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