Prime Video delivers 'Thursday Night Football's' most-watched season ever

Full-season average of 15.33M viewers surpasses all previous seasons of ‘TNF’ across 20-year history of NFL package

Prime Video Press Release

Prime Video has delivered the most-watched season to date across the 20-year history of the NFL’s “Thursday Night Football” package. The 2025 season of “TNF” on Prime averaged 15.33 million viewers throughout its 15-game campaign, marking a 16% increase over the 2024 season and the third-consecutive year of double-digit, year-over-year viewership growth.

“TNF” on Prime continues to attract future generations of fans. Building on last season’s all-time highs within each key adult demographic under the age of 55, Prime Video once again earned significant viewership increases among the P18-34, P18-49 and P25-54 demographics in 2025. Audiences watching “TNF” on Prime are nearly seven years younger than those watching the NFL on broadcast and cable networks, and 15 years younger than audiences watching prime-time broadcast television during the fall 2025 season. At the same time, “TNF” on Prime viewership among viewers 55 and older climbed 19% this season.

“The growth trajectory we’re experiencing with ‘Thursday Night Football’ on Prime Video is rare, and a testament to the exceptional work of our production and innovation teams, as well as our great partners at the NFL,” said Jay Marine, head of Prime Video U.S., global sports and advertising. “This season reached new heights, and we’re humbled by the positive response from fans as we relentlessly work to innovate and make our broadcasts even better."

‘TNF’ on Prime’s fourth season of exclusive coverage began and ended with games that set all-time viewership marks for the franchise. The 2025 campaign kicked off in September with a Commanders-Packers matchup that averaged 17.76M viewers and culminated on Christmas night with a Broncos-Chiefs game that averaged 21.06 million. All told, the 2025 full-season average of 15.33M marks a 16% increase over the 2024 “TNF” on Prime season (13.20M), a 29% climb from the 2023 full-season average (11.86M) and a remarkable 60% jump from the inaugural season of exclusive “TNF” on Prime coverage in 2022 (9.58M). Per Nielsen, the 2025 season of “TNF” on Prime was watched by 122.09 million unique U.S. viewers, expanding its reach by more than 50 million since Prime Video’s inaugural 2022 season (71.97 million). 

Prime Video's signature on-site pregame and postgame shows, “TNF Tonight” and “TNF Nightcap,” both scored their most-watched seasons ever and earned significant viewership gains over last season. “TNF Nightcap” averaged 2.75M in 2025, registering a 35% increase over its 2024 average (2.04M), and growth of 64% since its debut season in 2022 (1.68M). “TNF Tonight,” which kicks off “TNF” on Prime’s coverage each week at 7 p.m. ET, averaged 1.90M in 2025, marking a 24% increase over its 2024 average (1.53M), and a viewership increase of 69% since its inaugural 2022 season (1.12M).

Additionally, the third annual presentation of Black Friday football, on Nov. 28, positioned at the center of a nearly 17-hour live sports marathon on Prime Video, attracted 16.33 million viewers, marking a 21% leap over last year's contest (13.51M) and 70% vs. the inaugural BFF game in 2023 (9.61M).

2025 featured 7 of the 10 most-watched “TNF” on Prime games ever.

All 2025 figures are from Nielsen’s Big Data + Panel measurement. Season averages listed are comprised of regular season “Thursday Night Football” games only, and do not include Black Friday football and/or special events (i.e. non-Thursday Christmas games).

Amazon first-party viewership aggregates direct viewing data from the millions of devices and accounts watching in order to provide a comprehensive understanding of viewership across Amazon’s channels. Black Friday football international figures include DAZN and linear viewership in Canada and Germany.