Amazon Breaks NFL Streaming Record (Again) With ‘TNF’ Ratings

Amazon Prime Video has broken its own NFL streaming record for Thursday Night Football ratings—again.

Last week’s matchup, which saw the Lions defeat the NFC North rival Packers for the second time this season 34–31 on a last-second field goal, drew an average of 17.29 million viewers, according to Nielsen. 

That figure breaks the record set during the Week 4 Cowboys-Giants TNF game. That stream drew 16.22 million viewers, per Nielsen’s panel-only measurement, which is the current industry standard. Its final viewership estimate, when including “big data” figures, was 17.61 million. An update to Packers-Lions, scheduled to be released Tuesday, is expected to surpass that final Cowboys-Giants number.

Through 12 games of the 2024 NFL regular season, TNF is averaging 13.61 million viewers on Prime Video, which is 9% higher than ratings through this same point last season, and continues a record pace for the streamer. 

Green Bay–Detroit marks the second straight record TV number involving the Lions, who drew the largest early afternoon Thanksgiving Day audience on record, 37.4 million viewers on CBS, for their dramatic 23–20 victory over the Bears during the 12:30 p.m. ET time slot.

Despite not getting to broadcast any ratings-magnet Thanksgiving NFL games, Amazon was able to cash in on its second annual Black Friday game, as the Raiders-Chiefs matchup saw a 41% ratings increase over last year’s Jets-Dolphins game, drawing 13.51 million viewers on the holiday weekend.