‘Thursday Night Football’ Amazon Bow “Resounding Success,” Prime Video Exec Says – Deadline

“While we’re still waiting for official Nielsen ratings, our measurement shows that the audience numbers exceeded all of our expectations for viewership,” Prime Video’s most sensible sports activities exec Jay Marine mentioned lately in a notice to group of workers at the “resounding success” of the streamer’s reputable kickoff on September 15.

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“Our first exclusive TNF broadcast delivered the most watched night of primetime in the U.S. in the history of Prime Video,” the VP Prime Video, Global Head of Sports, additionally instructed colleagues within the memo (learn it underneath). “This is a massive achievement. During our TNF broadcast, we also saw the biggest three hours for U.S. Prime sign ups ever in the history of Amazon – including Prime Day, Cyber Monday, and Black Friday.”

Now, as Marine said, there is not any reputable Nielsen records but to provide concrete shape to those claims. However, as we anticipate the true numbers, obviously, as they had been with the September 1 two-episode premiere of The Lord of the Rings: The Rings of Power, Prime Video is feeling beautiful satisfied.

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‘Thursday Night Football’ Amazon Bow “Resounding Success,” Prime Video Exec Says – Deadline

Prime Video

The Kansas City Chiefs’ hard-fought 27-24 win over the Los Angeles Chargers at Arrowhead Stadium final week used to be the primary of 15 video games a season at the Jeff Bezos-founded streamer in a handle the NFL set to run over the following 11 years. Putting their cash the place its hopes and streams are, Prime Video is estimated to have forked out round $1 billion in line with season for the unique rights to the gridiron matchups — a host that Bezos and NFL Commissioner Roger Goodell would possibly have chatted about from their perch staring at the Chiefs-Chargers sport final week.

While the Nielsen numbers are nonetheless to come back, we do know some actual numbers that Amazon itself put available in the market now not too way back. In conversations with media patrons previous this yr, Amazon expected about 12.5 million audience in line with sport. In a linear-to-streamer transition, that’s a dip from the weekly target audience that the Murdochs-owned Fox had on moderate in its final complete season of TNF final yr.

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Amazon has pledged so as to add extra viewership-data transparency referring to TNF.

Meanwhile, this is Marine’s complete memo to Amazon group of workers:


I sought after to take a second to mirror on final Thursday night time and percentage my congratulations and private thank you. On Thursday night time, we made historical past via turning in the primary common season sport in our groundbreaking 11-year settlement with the NFL. And via each measure, Thursday Night Football on Prime Video used to be a powerful good fortune. From the stellar manufacturing of the sport, to the standard of the movement consumers watched at house, Prime Video proved we’re a few of the easiest in sports activities media.

To put it in context, let me percentage one of the effects. Our first unique TNF broadcast delivered probably the most watched night time of primetime within the U.S. within the historical past of Prime Video. This is an enormous success. During our TNF broadcast, we additionally noticed the most important 3 hours for U.S. Prime signal ups ever within the historical past of Amazon – together with Prime Day, Cyber Monday, and Black Friday. And whilst we’re nonetheless looking forward to reputable Nielsen rankings, our size presentations that the target audience numbers exceeded all of our expectancies for viewership. This used to be additionally an enormous technical success – our tech and product groups rose to the problem and delivered an implausible streaming enjoy to our thousands and thousands of audience.

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I may just now not be extra pleased with all of our groups – everybody throughout engineering/tech, product, programming, manufacturing, skill members of the family, criminal, BA, advertising and marketing and PR has labored tirelessly during the last 18 months to make sure that soccer lovers around the nation would see our easiest, and throughout each facet you all greater than delivered. Your buyer focal point, challenging paintings and determination has been wonderful and galvanizing.

And as we adore to mention, it’s all the time “Day 1.” That is for sure true for all people lately. This is just the start. We will proceed to stick buyer centered, innovate, and get well each week – beginning this week in Cleveland with an enormous Steelers vs Browns competition sport!

Thank you once more and congrats!


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