Just six days after setting several records on Black Friday, Amazon made more history with the National Football League.
The streaming and online retail giant said it averaged 19.39 million viewers for its Thursday Night Football coverage on Prime Video on Dec. 4 with the Cowboys and Lions, the largest such regular-season figure since Amazon began showing TNF in 2022. The viewership total beat Amazon’s prior high-water mark, an average of 17.76 million for a Sept. 11 game between the Commanders and Packers to start its 2025 NFL schedule, by 9%.
The latest viewership figure provides another data point in the increasing ability of streamers such as Amazon to draw linear-type audiences. This latest TNF figure is slightly higher than the NFL’s season-to-date average of 18.6 million viewers per game across all networks—itself the league’s best mark through Week 13 since 1989.
The Cowboys-Lions game happened less than a week after its 15-hour live sports bonanza on Black Friday that generated an average of 16.3 million viewers for a Bears-Eagles game, its best football mark to date on the unofficial holiday, as well as season-best NBA viewership.
For the entire 2025 NFL season to date, Amazon is averaging 15.2 million viewers, up 15% from the comparable point last year, and up 28% from 2023.
As has been the case since the Thursday-night package moved to Amazon, viewers there have been much younger as well, as the TNF audience has a median age of 49 years old, nearly seven years younger than the comparable linear NFL figure of 55.9.
The Lions beat the Cowboys, 44–30, to keep their playoff hopes alive. Detroit has an 8–5 record, one game out of the final postseason spot in the National Football Conference. The Cowboys fell to 6–6–1, and are 10th in the conference.
