“We couldn’t be more pleased with the first season of ‘Thursday Night Football’ on Amazon Prime Video,” said Hans Schroeder, executive vice president and chief operating officer of NFL Media, in a statement from the league.
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The overall NFL regular season averaged 17.1 million viewers per game in 2021, and the league’s linear TV audience average record is 18.1 million viewers set in 2015. Sunday’s season-ending Lions-Packers SNF broadcast averaged 23.6 million linear and digital viewers, the property’s best finale audience in six years, NBC Sports said, while the 18 SNF games averaged 19.9 million viewers. None of its games approached NBC’s “Sunday Night Football” viewership, which sits atop prime-time ratings.
The Thursday package has never been the primary engine for the NFL’s TV domination. It shows you are going to lose people when you go to streaming,” Crakes said. “This is pretty significant (streaming viewership), but let’s be honest - in context, it’s a big decline. While the TNF audiences beat some estimates, and the NFL’s pile of gold got bigger, the eyeball decline was stark compared to when the games were nationally broadcast on Fox and the NFL Network together. In other words, even with a loss of nearly 4 million viewers on Thursdays year over year, the NFL got a pay hike to $1.2 billion this season for the TNF streaming package. The not-unexpected audience decline was a trade-off the NFL was willing to make, to sacrifice the reach of its Thursday package in return for a big rights payment increase - reportedly about 80 percent more than TNF had under the former broadcast arrangement. “It’s a pretty amazing achievement,” said Patrick Crakes, a former Fox Sports executive turned media consultant. television powerhouse that commands loyalty like nothing else. That’s in part because of the ongoing chaos in the broadcast industry and also because the NFL is a U.S. While no one wants to lose audience, TNF still did better than many experts and critics predicted, by millions of pairs of eyeballs, despite the games going behind a streaming paywall. The 14 Thursday night games during the 2021 season on Fox and NFL Network had a weighted viewership average of 13.33 million, Amazon said. This is a long-term deal, so while game-by-game averages are interesting, they’re ultimately less important than the whole because Amazon doesn’t control the slate of games it’s handed by the NFL, and it cannot flex late-season games like other networks.įirst, only the Nielsen viewership numbers matter because that’s what commercial airtime is sold against, and they’re down from when TNF was tri-cast last season on Fox, NFL Network and Amazon (which simulcast the network feed for some but not all games in 2021). The more realistic viewership, close to NFL Network numbers, came over the subsequent 14 weeks.
The first game had a lot of curiosity around it, which led to inflated viewership - a common occurrence for something this new.
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