• Loading stock data...
Saturday, September 13, 2025
Tuned In is Almost Sold Out! Limited Tickets Remain!

Amazon NFL Games Surged in 2024. Its Secret Weapon: Alt-Casts

Amazon’s NFL ratings trended up in 2024 while others’ decreased, and the streamer turned its alternate feed into a testing ground for its main broadcast.

A view of the Amazon Prime Thursday Night Football pre-game stage.
Maria Lysaker-Imagn Images

INDIANAPOLIS — Amazon saw the biggest ratings increase of any NFL media-rights partner this past season, and the streamer’s game broadcasts looked far different than everyone else’s, too.

As league stakeholders gather at the NFL Scouting Combine to kick off the offseason, Amazon is starting to think about more ways to trend up again in 2025, its fourth season with an exclusive NFL package.

The tech company turned sports broadcaster’s secret sauce, if you will, is its ability to implement on-air features that linear TV channels can’t. This past season, the main TNF feed, led by Al Michaels and Kirk Herbstreit, added the defensive alerts feature, which highlights likely blitzing players, from its “Prime Vision” alternate broadcast.

While that addition was mostly seen as a success, the challenge moving forward is balancing the inclusion of new ideas without overwhelming viewers. 

“Nothing needs to be forced,” Amazon’s Sam Schwartzstein told Front Office Sports

Schwartzstein is a former teammate of Andrew Luck at Stanford, and is well known for creating the rule book of the 2020 iteration of the XFL. He now works primarily as the analytics expert for TNF, collaborating on aspects of the alternate feed that is somewhat of a testing ground for the main broadcast.

“We’re building for an audience there,” Schwartzstein said of the “Prime Vision” feed. “It’s a more in-depth football fan.” That alternate broadcast incorporates Next Gen Stats into all kinds of features like player tracking and prime targets, and used the ultra-popular Sky Cam angle for the second half of the 2024 season.

All TNF feeds combined—there’s also a Spanish-language broadcast—averaged 13.2 million viewers per game this past season, which was an 11% bump from 2023. 

Amazon may or may not expand more alternate-feed features into the main feed in 2025, but the testing ground will always remain open. “We ultimately want to make everyone a smarter football fan, and going into the main broadcast is a big goal of ours,” Schwartzstein said.

Ready for Kickoff

During his time at the XFL, Schwartzstein was influential in creating the dynamic kickoff that the NFL partially adopted in 2024—and is now considering tweaking further.

Schwartzstein thinks the NFL did a nice job with the new kickoff. “It’s a great place to start,” he said. And count Schwartzstein as a fan of more potential changes. “What’s awesome about the NFL is they change the rules every year,” he said. “It’s the only major sport in America that changes the rules every year.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

YouTube’s Revised NFL Game Rating Still Has Fox, ESPN Execs Upset 

Adjusted viewership metrics from the streamer reignited debate about the game.

Massachusetts Sues Kalshi To Block Sports Prediction Markets

A lawsuit claims the company’s offerings are indistinguishable from traditional sports bets.

FanDuel, Jaguars Reach $5M Deal Over Employee Theft

A Jaguars employee stole $20 million and gambled much of it with FanDuel.

Featured Today

PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
September 10, 2025

ESPN’s ‘MNF’ Ratings Up 8% As NFL Surges to Strong Start

ESPN posts its second-best Week 1 “Monday Night Football” audience.
Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.
September 9, 2025

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
Ohio State Buckeyes linebacker Arvell Reese (8) pursues Texas Longhorns quarterback Arch Manning (16) during the NCAA football game at Ohio Stadium on Aug. 30, 2025.

College Football Enters Week 3 Up 21% in TV Ratings

Total college football viewership across all networks is up big.
September 5, 2025

NFL’s Expected Early-Season Ratings Boost Gets Off to a Stormy Start

The kickoff game somewhat resembles the delays last year in an SNF game.
Sep 6, 2025; Boulder, Colorado, USA; General view of a Fox Sports camera station before the game between the Delaware Fightin Blue Hens against the Colorado Buffaloes at Folsom Field.
September 11, 2025

Lachlan Murdoch on Fox’s Sports Strategy, FanDuel Plans

The executive calls a forthcoming streaming bundle with ESPN “essential” for fans.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
September 4, 2025

TNT Sports to Try Its Own Streaming App After WBD Split

TNT Sports will have its own app as a corporate split approaches.
Eagles
September 4, 2025

The Death of Streameast Has Been Greatly Exaggerated

Mirror sites began popping up Thursday, the day the NFL season begins.
September 4, 2025

3 ABC Games Top 10M Viewers Each in ESPN’s Record CFB Weekend

Miami–Notre Dame led the way with 10.8 million viewers.
September 4, 2025

Bill Belichick’s UNC Debut Draws More Than 6M Viewers on ESPN

TCU-UNC was the fifth-most-watched college football game of Week 1.