Amazon’s profitable TNF recreation underscores the value that live sports carry to streaming providers. On common, TNF video games normally earn about 12.84 million 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 mixture 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, internet, and cell, in addition to Amazon’s platform Twitch, NFL+, out-of-home-viewing, and over-the-air broadcasts within the house markets of the Los Angeles Chargers and Kansas Metropolis Chiefs. The information measurement agency calculated the viewership of the TNF recreation in addition to the pregame and post-game exhibits.
Based mostly on Nielsen’s native market scores, there was a mean 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 information throughout all forms of gadgets and accounts, together with the stream on Amazon’s Twitch platform. Amazon also partnered with DirecTV to carry TNF video games to over 300,000 nationwide chains and native companies. The corporate added Nielsen numbers to get to its remaining whole.
Final month, Amazon and Nielsen closed a three-year deal to measure the scores of Prime Video’s Thursday Night time 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 Night time Soccer helped Prime Video earn a file 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 most important 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.”