Amazon announced Monday that its Prime Video exclusive broadcast of the 2025 Thursday Night Football (TNF) season was the most-watched in the program's 20-year history, averaging 15.3 million viewers per game — a 16% increase from the previous season's approximately 13.2 million.
Thw milestone marks a significant achievement for streaming sports, as Prime Video has exclusively held the TNF package since 2022. The 2025 average surpasses the prior record set in 2019 (13.65 million viewers across Fox, NFL Network, and early Prime Video simulcasts), highlighting growing audience adoption of streaming for live NFL games.
Several factors contributed to the record viewership. High-profile matchups drew massive audiences, including peaks over 19 million for games like Cowboys-Lions and strong performances from teams such as the Detroit Lions and Green Bay Packers. Amazon's investments in production quality, AI-powered features (like alternate streams and stats overlays), and pre/postgame shows also boosted engagement. Pregame and postgame programming saw double-digit growth, while the audience skewed younger — with a median age nearly seven years below linear NFL broadcasts — attracting more viewers in key demographics like 18-34 and 18-49.
Since taking over exclusivity, Prime Video has shown consistent year-over-year growth:
- 2022 → ~9.6 million (inaugural season)
- 2023 → ~11.9 million
- 2024 → ~13.2 million
- 2025 → 15.3 million
This upward trend underscores the NFL's successful shift toward digital platforms, with TNF on Prime reaching over 91 million unique viewers in prior seasons and continuing to expand reach. The numbers reflect Nielsen's measurements, including out-of-home viewing and Big Data enhancements, which have helped capture broader streaming consumption.
Overall, the 2025 season reinforces Thursday Night Football's status as a premier NFL property and validates Amazon's multibillion-dollar investment in the rights through 2033.