Prime Video’s ‘Thursday Night Football’ ratings soar as Taylor Swift helps fuel live sports streaming surge

Amazon’s latest Thursday Night Football game between the Kansas City Chiefs and Denver Broncos had the biggest year-over-year increase in viewership, likely due to the Taylor Swift effect.

The TNF broadcast on Prime Video averaged 13.8 million viewers, a 57% increase from the Commanders-Bears game a year ago. This is his third most-watched TNF game on Prime Video after Weeks 2 and 3.

The numbers confirm the growing acceptance of live sports on streaming services. This concept was almost unheard of just a few years ago. The show drew more than twice as many viewers as the Philadelphia Phillies vs. Atlanta Braves game in the National League Division Series aired on TBS and his TruTV, dwarfing his closest rivals.

Perhaps fueling the match was the anticipated interest in Taylor Swift’s attendance. She again attended the Chiefs game, supporting tight end Travis Kelce and sitting next to Kelce’s mother, Donna Kelce. For her last game, she was joined by A-listers like Ryan Reynolds and Hugh Jackman. deadpool 3 Together, her looks have garnered mainstream attention beyond the typical soccer fan.

However, Amazon noted that it has achieved double-digit viewership growth for five consecutive weeks, showing the streaming service’s momentum.

Amazon isn’t the only streaming service to dabble in live sports, with Apple TV offering the popular Major League Soccer with the addition of Lionel Messi, and YouTube TV offering NFL Sunday Ticket. Max has just launched its own sports package that runs the same games as TBS, TNT, and TruTV.