Amazon’s profitable “TNF” sport underscores the worth that dwell sports activities carry to streaming providers. On common, “TNF” video games normally earn about 12.84 million viewers throughout Amazon, Fox and the NFL Community, which have all shared the NFL bundle up till this yr.
Final week’s whole viewership exceeded Amazon’s expectations of 12.5 million viewers, in keeping with AdAge.
The whole determine of 15.3 million viewers from Amazon’s first “TNF” sport of the yr is a mixture of Amazon’s first-party measurement and Nielsen’s third-party measurement. Nielsen’s measurement alone surpassed final yr’s viewership of “TNF”‘s Week 2 matchup by 47%, which solely aired on the NFL Community.
Nielsen’s whole viewership determine was 13 million viewers, which was sampled from Prime Video subscribers within the U.S. who streamed on set-top packing containers, linked TVs, net and cellular, in addition to Amazon’s platform Twitch, NFL+, out-of-home viewing and over-the-air broadcasts within the house markets of the Los Angeles Chargers and Kansas Metropolis Chiefs. The information measurement agency calculated the viewership of the “TNF” sport in addition to the pregame and post-game reveals.
Primarily based on Nielsen’s native market scores, there was a mean of 602,000 viewers watching the native broadcast in Los Angeles, and 555,000 viewers watched in Kansas Metropolis.
Amazon’s personal measurement relies on direct viewing knowledge throughout all forms of units and accounts, together with the stream on Amazon’s Twitch platform. Amazon additionally partnered with DirecTV to carry “TNF” video games to over 300,000 nationwide chains and native companies. The corporate added Nielsen numbers to get to its ultimate whole.
Final month, Amazon and Nielsen closed a three-year deal to measure the scores of Prime Video’s “Thursday Night time Soccer” video games. This was the primary time Nielsen included a streamer and its livestreaming program in its Nationwide TV measurement service.
Amazon despatched TechCrunch a memo that was despatched to Amazon’s employees on Monday, September 19, the place Jay Marine, world head of sports activities, Amazon Prime Video, boasted that “Thursday Night time Soccer” helped Prime Video earn a report variety of subscriptions. The memo was leaked to the general public earlier this week.
“The viewers numbers exceeded all of our expectations for viewership,” Marine wrote. “Throughout our TNF broadcast, we additionally noticed the largest three hours for U.S. Prime sign-ups ever within the historical past of Amazon — together with Prime Day, Cyber Monday, and Black Friday,” the memo wrote.
Marine additionally famous that Amazon’s first unique “TNF” broadcast “delivered the most-watched night time of primetime within the U.S. within the historical past of Prime Video.”