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Amazon Prime Video’s ‘Thursday Night Football’ starts strong with 15.3 million viewers

The primary unique “Thursday Night Football” recreation on Amazon Prime Video was a win for the streaming service, with 15.3 million viewers, the company announced immediately.

Amazon’s profitable “TNF” recreation underscores the value that live sports deliver to streaming companies. On common, “TNF” video games normally earn about 12.84 million viewers throughout Amazon, Fox and the NFL Community, which have all shared the NFL bundle up till this yr.

Final week’s whole viewership exceeded Amazon’s expectations of 12.5 million viewers, according to AdAge.

The overall determine of 15.3 million viewers from Amazon’s first “TNF” recreation of the yr is a mix of Amazon’s first-party measurement and Nielsen’s third-party measurement. Nielsen’s measurement alone surpassed final yr’s viewership of “TNF”‘s Week 2 matchup by 47%, which solely aired on the NFL Community.

Nielsen’s whole viewership determine was 13 million viewers, which was sampled from Prime Video subscribers within the U.S. who streamed on set-top bins, related TVs, net and cell, in addition to Amazon’s platform Twitch, NFL+, out-of-home viewing and over-the-air broadcasts within the dwelling markets of the Los Angeles Chargers and Kansas Metropolis Chiefs. The info measurement agency calculated the viewership of the “TNF” recreation in addition to the pregame and post-game exhibits.

Primarily based on Nielsen’s native market rankings, there was a median of 602,000 viewers watching the native broadcast in Los Angeles, and 555,000 viewers watched in Kansas Metropolis.

Amazon’s personal measurement is predicated on direct viewing knowledge throughout all sorts of units and accounts, together with the stream on Amazon’s Twitch platform. Amazon also partnered with DirecTV to deliver “TNF” video games to over 300,000 nationwide chains and native companies. The corporate added Nielsen numbers to get to its closing whole.

Final month, Amazon and Nielsen closed a three-year deal to measure the rankings of Prime Video’s “Thursday Evening Soccer” video games. This was the primary time Nielsen included a streamer and its livestreaming program in its Nationwide TV measurement service.

Amazon despatched TechCrunch a memo that was despatched to Amazon’s workers on Monday, September 19, the place Jay Marine, international head of sports activities, Amazon Prime Video, boasted that “Thursday Evening Soccer” helped Prime Video earn a report variety of subscriptions. The memo was leaked to the public earlier this week.

“The viewers numbers exceeded all of our expectations for viewership,” Marine wrote. “Throughout our TNF broadcast, we additionally noticed the largest three hours for U.S. Prime sign-ups ever within the historical past of Amazon — together with Prime Day, Cyber Monday, and Black Friday,” the memo wrote.

Marine additionally famous that Amazon’s first unique “TNF” broadcast “delivered the most-watched evening of primetime within the U.S. within the historical past of Prime Video.”

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