Prime Video’s Thursday Night Football average rises 9%

Prime Video averaged 17.44 million viewers through its first three Thursday Night Football games of the 2026 season, up 9% from 16.06 million at the same point last year, Sports Media Watch reported.

That average runs through the Oct. 1 Steelers–Browns game, which drew 16.59 million viewers. Its audience was 19% higher than the corresponding Week 4 Thursday game in 2025 and peaked at 18.50 million during a 15-minute interval.

Prime’s audience increased across the main adult age groups. Viewership among adults 18–49 rose 5% to 7.99 million, while the 55-and-older audience grew 12% to 6.54 million.

The median viewer age increased to 48.4 from 47.5. That remained below the 54.8 median for the NFL’s linear broadcasters in the report, whose combined figure had declined slightly from 55.0.

The age groups overlap and cannot be added together to produce a separate total. The peak audience likewise describes one interval rather than the average for the full game.

Nielsen’s broader out-of-home coverage and changes to its Big Data + Panel measurement limit direct comparisons with older seasons. The reported three-game average is separate from the individual Week 4 game audiences.