Thursday Night Football on Prime Video is off to its strongest start in a decade, averaging 15.83 million viewers through its first three games of the 2025 season, according to Nielsen’s Big Data + Panel measurement. The figure is up 6% from last year’s season-to-date average of 14.88 million and 20% above last year’s full-season average of 13.20 million.
The early-season success marks the fourth year of TNF on Prime and underscores the streaming service’s growing influence in NFL broadcasting. Notably, the platform is attracting a younger audience, with a median age of 47.5 — nearly eight years below that of viewers watching NFL games on traditional linear networks.
TNF on Prime is also delivering more viewers in the coveted P18-34 demographic than any other full-season NFL package.
Through the first three weeks, TNF on Prime has seen strong growth across all key age brackets. The P18-34 audience averages 3.28 million viewers, up 26% from last year’s 2.61 million, while P18-49 viewers have grown 27% to 7.60 million. The P25-54 demographic is averaging 8.16 million viewers, a 24% increase from the 2024 season average. Even older viewers are tuning in, with the P55+ demo up 13% to 5.80 million, showing the game’s broad appeal.
Thursday’s matchup between the Seattle Seahawks and Arizona Cardinals drew 13.25 million viewers, down 18% from last season’s comparable game, which set a TNF on Prime record at 16.23 million. The Seahawks-Cardinals game peaked at 15.23 million viewers between 9:15 and 9:29 p.m. ET, highlighting strong engagement during the critical moments of the broadcast.
Complementing the live games, TNF on Prime’s pregame and postgame shows have also gained traction.
TNF Tonight, which airs at 7 p.m. ET ahead of each game, is averaging 1.87 million viewers, up 22% from last year, while TNF Nightcap, the postgame show, has grown 40% to 2.86 million viewers. Both programs are attracting significantly larger audiences than in previous seasons, reflecting the expanding appetite for NFL content beyond the game itself.
Overall, the first three weeks of TNF on Prime illustrate a notable trend: streaming is not only reshaping how fans watch football but also drawing a younger, more diverse audience while retaining older viewers. With its strongest opening in a decade, the 2025 season is poised to set new benchmarks for both live sports streaming and digital NFL viewership.
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