Kansas City Chiefs quarterback Patrick Mahomes (15) is sacked by Los Angeles Chargers linebacker Drew Tranquil (49) during the first quarter at Arrowhead Stadium, Thursday, Sept. 15, 2022, in Kansas City, Missouri.
Tammy Ljungblad Tribune News Service | Getty Images
Amazon Prime averaged 13 million viewers for its debut live stream of “Thursday Night Football,” data from tech giant Nielsen shows one week after the game.
The Sept. 15 matchup between the Kansas City Chiefs and Los Angeles Chargers topped NFL Network with 8.84 million viewers for the same week in 2021, according to data released by Amazon. The stream was the most-watched program of the night, Amazon’s release added. No. 2 was CBS’ “Young Sheldon,” with 3.5 million viewers.
Amazon is the first streaming service to hold exclusive rights to a package of NFL games, a deal that will pay the tech giant $1 billion a year through 2033. The company partnered with Nielsen in August to track audience data.
Amazon already said it saw Prime signups during the game’s three-hour period, beating the new subscriber additions on Prime Day, Black Friday and Cyber Monday. Amazon Prime has about 200 million subscribers worldwide.
“By every measure, Thursday Night Football on Prime Video was a phenomenal success,” Jay Marin, head of Amazon’s global sports division, said in a memo to employees.
The company reported that the average age of viewers was 47 years old compared to 53 years old, six years younger than the typical online NFL audience. The stream is said to be rated 18% higher than any other NFL telecast this season.
Amazon has partnered with DirecTV in a multi-year deal to allow the satellite TV provider to broadcast Thursday night games in more than 300,000 bars, restaurants, hotels and casinos. Nielsen’s data spans streams across all platforms.
Amazon’s game stream will provide viewers with the company’s so-called Next Generation Stats, as well as play-by-play styles from former “Sunday Night Football” announcer Al Michaels and college football analyst Kirk Herbstreit. Fans can pay $14.99 for a full Amazon Prime subscription or $8.99 for a Prime Video subscription to watch the game.