The October 8 Buccaneers–Cowboys broadcast averaged 16.73 million viewers for Thursday Night Football, including Prime Video and local television simulcasts in the teams’ home markets, according to Sports Media Watch.
The audience increased 11% from the comparable 49ers–Rams game last season, which averaged 15.02 million. Viewership peaked at 18.56 million during the quarter-hour beginning at 7 p.m. Mountain Time.
Prime Video’s four-game Thursday Night Football average is now 17.52 million, up 11% from 15.78 million at the same point last season. The series has recorded year-over-year increases in each of its first four games.
Sports Media Watch reported that Buccaneers–Cowboys produced the largest recorded Week 5 Thursday Night Football audience. It exceeded the 16.54 million reported for Vikings–Packers on CBS and NFL Network in 2014.
That historical comparison requires a measurement qualification. The 2014 figure predates Nielsen’s inclusion of out-of-home viewing, while recent seasons also span changes between panel-only and Big Data + Panel measurement.
The Cowboys game was not Prime Video’s largest audience this season. Lions–Bills in Week 2 averaged 18.95 million, and Falcons–Packers in Week 3 drew 16.83 million.
Audience figures
| Measure | Figure | Scope |
|---|---|---|
| Buccaneers–Cowboys average | 16.73M | Oct. 8, 2026 |
| Game peak | 18.56M | 7 p.m. MT quarter-hour |
| 2026 four-game TNF average | 17.52M | +11% year over year |
| 2025 corresponding average | 15.78M | First four games |
