Prime Video US delivers most watched NFL TNF ever
January 5, 2026
Prime Video in the US reports it 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 per cent 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 per cent 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,” commented Jay Marine, Head of Prime Video US, 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 17.76 million viewers and culminated on Christmas night with a Broncos-Chiefs game that averaged 21.06 million. All told, the 2025 full-season average of 15.33 million marks a +16 per cent increase over the 2024 TNF on Prime season (13.2 million), a +29 per cent climb from the 2023 full-season average (11.86 million) and a remarkable +60 per cent jump from the inaugural season of exclusive TNF on Prime coverage in 2022 (9.58 million). Per Nielsen, the 2025 season of TNF on Prime was watched by 122.09 million unique US 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 2.75 million in 2025, registering a +35 per cent increase over its 2024 average (2.04 million), and growth of +64 per cent since its debut season in 2022 (1.68 million). TNF Tonight, which kicks off TNF on Prime’s coverage each week at 7:00PM ET, averaged 1.90M in 2025, marking a +24 per cent increase over its 2024 average (1.53 million), and a viewership increase of +69 per cent since its inaugural 2022 season (1.12 million).
Additionally, the third annual presentation of Black Friday Football on November 28, positioned at the center of a nearly 17-hour live sports marathon on Prime Video, attracted 16.33 million viewers on November 28, marking a +21% leap over last year’s contest (13.51 million) and +70 per cent vs the inaugural BFF game in 2023 (9.61M).