• Loading stock data...
Monday, March 31, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

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 Owners Face Big Decisions on 18th Game, Streaming, Rules

The league approaches its key offseason gathering with a sense of resurgent growth.
Matt Weiss

Everything You Need to Know About the Michigan Hacking Scandal

Matt Weiss is accused of hacking athletes’ accounts to access intimate photos.

UFL Kicking Off 2025 Season With Labor Fight Still Simmering

The league’s first game is still on, even without a labor deal in place.

Prime Pay: Colorado Gives Deion Sanders $54 Million Extension

Coach Prime has signed a contract extension through 2029.

Featured Today

Brehanna Daniels

NASCAR Pit Crew Member Brehanna Daniels Didn’t Know She’d Be a Trailblazer

The first Black female tire changer didn’t know she’d be a trailblazer.
Columbia, SC - February 16, 2025 - Colonial Life Arena: Rebecca Lobo and Ryan Ruocco during a regular season game.
March 30, 2025

Inside Ryan Ruocco’s Rapid Rise to ESPN’s Top Voice of Women’s Hoops

The top voice became “quickly addicted” to calling the women’s game.
Mar 27, 2025; Newark, NJ, USA; Alabama Crimson Tide guard Chris Youngblood (8) and the Alabama Crimson Tide bench celebrate during the second half against the Brigham Young Cougars during an East Regional semifinal of the 2025 NCAA tournament at Prudential Center.
March 29, 2025

How Alabama Became College Basketball’s Newest Juggernaut

The Crimson Tide have found success rivaling their historic football program.
Kendall Coyne Schofield
March 25, 2025

Kendall Coyne Schofield Wants More for the Next Wave of Mom-Athletes

The Walter Cup–winning Frost captain says small changes mean “everything.”

Yankees RSN and Comcast Clash Intensifies As Deadline for Deal Nears

The invective escalates as a contract deadline approaches Monday night.
Both teams line the field during the singing of the national anthem prior to the start of the opening day game between the NY Yankees and Milwaukee Brewers at Yankee Stadium on Thursday, March 27, 2025.
March 27, 2025

Yankees RSN, Comcast Reach Last-Minute Extension in Ongoing Dispute

The two sides will keep negotiating as large-scale issues remain unresolved.
exclusive
March 28, 2025

ESPN Making Erin Dolan In-Game Betting Analyst for UFL Games

Erin Dolan will provide betting news and notes during game broadcasts.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
March 26, 2025

Yankees RSN Faces Comcast Blackout Threat Ahead of Opening Day

The Yankees-led RSN and the No. 2 U.S. cable carrier clash again.
Jan 13, 2025; Glendale, AZ, USA; Minnesota Vikings quarterback Sam Darnold (14) is pursued by Los Angeles Rams linebacker Jared Verse (8) during an NFC wild card game at State Farm Stadium.
March 26, 2025

RFK-Threatened Pharma Ad Ban Wouldn’t Hurt NFL Broadcasters

It wouldn’t be the first effort to restrict drug ads.
Apr 5, 2024; Bronx, New York, USA; General view of Yankee Stadium before an opening day game between the New York Yankees and the Toronto Blue Jays.
March 25, 2025

Could ESPN Have a Future With MLB? Network Hints at Renegotiation

The Disney-owned network signals a willingness to renegotiate.
March 25, 2025

March Madness TV Ratings Surge to 32-Year High Despite No Cinderellas

Games so far have averaged 9.4 million viewers.