Prime Video sees its best ‘TNF’ figure yet with Cowboys-Giants

Prime Video saw its best “Thursday Night Football” audience yet in Week 4, as the first-ever matchup of the Giants and Cowboys on “TNF” (dating back to when the package started in 2006) delivered 16.22 million viewers.

That passes the previous Prime Video record of 15.05 million set by Vikings-Eagles on Sept. 14 last year (Prime Video started with “TNF” in 2022). Cowboys-Giants also is the most-streamed NFL regular-season game on record, and second-best overall — behind only the 23 million viewers for a Chiefs-Dolphins AFC wild card game last season.

“TNF” peaked at 18.1 million viewers from 9:15-9:30pm ET last Thursday (also a record peak figure for Prime). The large increase for Week 4 also puts Prime Video in positive territory for the season after a slower start.

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While the Cowboys-Giants audience is large for Prime Video, it is still nowhere near a record for the “TNF” package that started in 2006 (that package had a string of broadcast TV partners in CBS, NBC and Fox from 2014-2021).

During that run from 2014-2021, there were 26 “TNF” games that drew a higher viewership than the figure that Prime Video drew for Cowboys-Giants this past Thursday (all of those were on one of those broadcast networks, with NFL Network’s simulcast audience added).