Thursday Night Football continues to attract larger audiences on Prime Video. Moreover, Panthers-Packers extended the platform’s streak of year-over-year viewership gains to seven consecutive games.
What We Know: Prime Video’s Week 8 Panthers-Packers matchup averaged 16.56 million viewers, up 26% from Vikings-Chargers in 2025 (13.13 million). Although down from the previous week’s Patriots-Bears game (19.86 million), viewership peaked at 18.84 million. Moreover, through seven games, Thursday Night Football is averaging a record 17.56 million viewers, up 13% year over year and 15% above its record 2025 full-season average. All seven games have exceeded 16 million viewers, a mark reached only eight times during Prime Video’s previous four seasons. Additionally, 12 of its last 13 regular-season broadcasts have posted year-over-year gains. Meanwhile, Prime Video’s median viewer age is 49 versus 55.2 for linear NFL broadcasts. It’s audience among adults 18–34 is 29% larger, while viewership among adults 55+ has risen 18% year over year. Meanwhile, studio shows are setting records, with TNF Nightcap averaging 3.49 million viewers (+23%) and TNF Tonight drawing 2.25 million (+26%).
What the Data Says:
| Category | 2026 Average | Comparison |
|---|---|---|
| Panthers vs. Packers | 16.56 million | +26% YoY |
| Season Average (7 Games) | 17.56 million | +13% YoY |
| Adults 18–34 | 3.42 million | +29% vs. linear NFL |
Source: Nielsen Big Data + Panel
What Remains Unclear: Prime Video hasn’t disclosed how much of its growth comes from new viewers versus increased viewing among existing audiences. Additionally, it’s unclear how individual matchups and changes to Nielsen’s measurement methodology have influenced year-over-year ratings gains.
What It Means: Prime Video’s continued growth reinforces streaming’s position as a major destination for live sports. Its expanding appeal among older viewers suggests streaming is becoming more established across generations. Meanwhile, growing interest in its pregame and postgame programming demonstrates Amazon’s ability to build engagement beyond the games. Furthermore, these trends could strengthen the value of exclusive streaming rights for the NFL while increasing competition with traditional television networks for future sports programming.
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