• Loading stock data...
Wednesday, April 30, 2025

Nielsen Will Rate Amazon’s ‘Thursday Night Football’ Streaming Numbers

  • It’s the first time Nielsen will report weekly on a live streamer.
  • The initial partnership is for three years.
NFL
Kirby Lee-USA TODAY Sports

Ahead of its unprecedented NFL coverage, Amazon has secured some level of legitimacy.

The e-commerce and media giant has announced a three-year partnership with Nielsen that will allow the market measurement firm to provide ratings for its “Thursday Night Football” game broadcasts.

It marks the first time that Nielsen will include ratings from a streaming service in its weekly television-viewing report — which is used by advertisers to determine the value of commercial slots.

For the last two years, the company has tracked general streaming numbers from big players in the space such as Netflix, Disney+, and Amazon’s Prime Video — but never for a live streaming program.

Nielsen will track the viewership numbers for “TNF” across both the Prime Video and Twitch streams.

The partnership announcement comes with convenient timing: Recently, Amazon reportedly told ad execs that it expects “only” about 12.5 million viewers per broadcast — less than in previous seasons.

After purchasing the exclusive rights to “Thursday Night Football” for $1 billion, Amazon’s long saga to be the exclusive carrier of a weekly NFL game finally becomes reality next month when the Chargers and Chiefs kick off on Sept. 15.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL Draft Hits Historic Viewership Highs Thanks to Sanders Saga

Drama around the fall of Shedeur Sanders likely contributes to robust viewership.
exclusive

Dwyane Wade, Candace Parker Expected to Join Amazon NBA Coverage

Parker would be a studio analyst for both NBA and WNBA games.

Shedeur Sanders Has NFL’s No. 3 Rookie Jersey After Draft Slide

The fifth-round draft pick keeps making headlines.

Will Commanders Get Their Stadium? Public Funding Hangs in Balance

The NFL team will have an uphill battle with skeptical council members.

Featured Today

How DJ Adam Amin Mixes Baseball With Bangers

Amin is one of Fox’s top NFL and MLB voices.
Jun 21, 2024; Boston, MA, USA; Boston Celtics majority owner Wyc Grousbeck holds the Larry O’Brien trophy prior to the Boston Celtics championship parade.
April 27, 2025

The Celtics Succession Plan Remains Murky

The transfer of power to a private-equity group is still unresolved.
April 26, 2025

The Rays Groundskeepers Are Adjusting to Life Outside the Dome

After nearly three decades in a dome, Tampa groundskeepers were forced outside.
April 25, 2025

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.

NFL Draft Round 1 Draws 13.6M Viewers, Second-Highest Ever

With stars staying on the board, viewers tuned in.
April 25, 2025

Knicks, Rangers to See Big Cut in MSG Networks Media-Rights Fees

The teams will each see big reductions in their local media-rights fees.
April 25, 2025

Goodell: Three NFL Games Every Christmas Moving Forward

The league is returning to scheduling three games on the holiday this season.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Portfolio Players is our bi-weekly spotlight on the athletes and investors reshaping the business of sports. This week, venture capitalist Kai Cunningham unpacks why athletes land top deals and how the usual investing rules don’t always apply.
April 24, 2025

Comcast Leans On Sports As Revenue Slides and Cord-Cutting Grows

NBC Sports’ rights portfolio remains a company bedrock.
FuboTV signage
April 23, 2025

Disney’s Fubo Takeover Now Faces DOJ Antitrust Review

The deal struck by the ESPN parent company could be in jeopardy.
Multiple streaming services appear on a Roku TV.
April 23, 2025

Roku’s New Plan to Relieve Streaming Headaches

The streaming company introduces new tools to direct fans to games.
Apr 20, 2025; Boston, Massachusetts, USA; Boston Celtics forward Jayson Tatum (0) during the first half against the Orlando Magic at TD Garden.
April 22, 2025

NBA Playoffs Deliver Most-Watched Opening Weekend in 25 Years

It was the most-watched opening weekend on ESPN platforms.