A new study by the TVB analyzing Nielsen data shows that broadcast television delivers significantly larger NFL audiences than streaming for both postseason and regular-season games, despite Amazon Prime Video's recent promotion of its January 10 Packers-Bears playoff matchup as the most-watched NFL game ever on a streaming platform.
The Amazon telecast posted a national Live+1 rating of 9.82 among people 2+, delivering 31.6 million impressions. This total includes local over-the-air viewership in the home team markets (Green Bay and Chicago).
By comparison, the highest-rated NFL game that weekend—on broadcast Fox—achieved a 12.73 rating and 40.97 million impressions using the same Live+1 metrics for people 2+.
Broadcast continues to dominate regular-season viewership as well. CBS's Thanksgiving Day NFL game delivered a 17.81 rating and 57.33 million impressions, while Fox's September 14 Kansas City Chiefs vs. Philadelphia Eagles rematch earned a 10.5 rating and 33.81 million impressions.
The TVB study underscores that while streaming platforms are growing, broadcast remains the most powerful platform for reaching the largest NFL audiences.