CNET logo Why You Can Trust CNET

Our expert, award-winning staff selects the products we cover and rigorously researches and tests our top picks. If you buy through our links, we may get a commission. Reviews ethics statement

Amazon Prime Scores Subscriber Win With Thursday Night Football

The company hit a record number of Prime subscriptions for a 3-hour period, according to an internal email.

Steven Musil Night Editor / News
Steven Musil is the night news editor at CNET News. He's been hooked on tech since learning BASIC in the late '70s. When not cleaning up after his daughter and son, Steven can be found pedaling around the San Francisco Bay Area. Before joining CNET in 2000, Steven spent 10 years at various Bay Area newspapers.
Expertise I have more than 30 years' experience in journalism in the heart of the Silicon Valley.
Steven Musil
Amazon Prime Video on a phone
Angela Lang/CNET

Amazon Prime's broadcast of Thursday Night Football on Prime Video last week reportedly scored the internet retailer a record number of Prime subscriptions for a 3-hour period, beating its records for Prime Day, Cyber Monday and Black Friday.

"By every measure, 'Thursday Night Football' on Prime Video was a resounding success," Jay Marine, Prime Video VP and global head of sports, said in an email seen by CNET. "Our first exclusive TNF broadcast delivered the most watched night of primetime in the US in the history of Prime Video."

Amazon has been streaming NFL games for four years, but the games were also available to watch on Fox or the NFL Network. In 2021, Amazon locked up the national rights to the NFL's Thursday Night Football games, the biggest sports deal with a streaming service so far. Last week's game between the Kansas City Chiefs and the Los Angeles Chargers attracted a record prime-time audience to Prime Video, according to Marine's email.

"While we're still waiting for official Nielsen ratings, our measurement shows that the audience numbers exceeded all of our expectations for viewership," he said.

The deal has apparently given Amazon an edge in the so-called streaming wars. As streaming's popularity has grown with consumers, so too has competition for their subscription dollars. In the past two years, a stream of media giants and tech heavyweights have launched their own rivals to Amazon Prime Video and Netflix, with new services including Apple TV Plus, Disney Plus, HBO Max and Peacock.