Prime Video’s 2024 Thursday Night Football

ABOUT THIS ENTRY

Prime Video's 2024 Thursday Night Football (TNF) campaign presented a comprehensive and innovative viewing experience, delivering record-breaking viewership numbers, on-site wraparound coverage with a decorated announce team, the integration of AI-powered Prime Insights, and industry-leading streaming technology. Each week, Prime Video offered three distinct streams for TNF: the main feed, TNF en Español for Spanish-speaking viewers, and Prime Vision with Next Gen Stats—all featuring 1080p HD resolution and Dolby surround sound. The service's proprietary ultra-low-latency solution and broad device compatibility ensured flawless delivery to tens of millions of fans globally each week. Prime Video's live streaming technology has set new standards in sports broadcasting, providing viewers with a best-in-class experience complete with numerous customizable features and viewing options.

How does this represent "Excellence in Engagement"?

Prime Video’s TNF established numerous engagement benchmarks throughout the season, demonstrating a clear success in cementing the streaming service as the go-to destination for the next generation of football fans. Among viewers in key demographics, including the coveted P18-34 demo, TNF on Prime registered the most-watched season ever in the 19 year-history of TNF, posting an average of 2.61 million viewers. Fans watching TNF on Prime Video carried a median age of 49 years, nearly seven years younger than the average median age of viewers watching the NFL on linear TV (55.7), and more than 14 years younger than audiences watching prime time broadcast television during the Fall 2024 season (63.3). Prime Vision with Next Gen Stats also saw a major increase in social media reactions following the switch to the High-Sky camera angle half-way through the season, underscoring the growing influence of Prime Video in shaping the future of live sports broadcasting and fan engagement.

Objective

Prime Video has pioneered game-changing technological innovations that transform live sports into a connected and customized online experience. When Amazon first acquired the Thursday Night Football package, the production team immediately began experimenting with ways to bring fans closer to the on-field action. This vision extended beyond simply delivering games with crisp picture quality and ultra-low latency—it focused on creating new interactive features that fundamentally enhance how viewers experience the game. That included the development of Prime Vision with Next Gen Stats, which continues to stand as a next generation viewing experience for fans. Prime Vision’s on-screen graphic overlays, distinctive vantage points from TNF’s High-Sky cam Prime Insights and in-game reports from Analytics Expert Sam Schwartzstein, enhance the storytelling and viewer experience. Hallmarks of Prime Vision’s coverage include pre-snap player ID tags, highlighting open receivers mid-play, receiver route trees, ball-carrier speed, yards after catch, closing speed, and the QB’s time to throw. Through these advancements, Prime Video presents fans with an opportunity to place themselves in the coach’s shoes, read plays like a quarterback, and learn more about the game that they love.

Strategy & Execution

Prime Video has transformed TNF into one of the most valuable franchises in media through best-in-class production quality, AI-powered innovations, interactive advertising solutions, and year-over-year viewership growth. Prime's addition of an NFL Wild Card game and the second annual Black Friday Football game underscores the streamer's impact and industry-leading coverage of media's most valuable property.

The addition of the High-Sky camera in Prime Vision with Next Gen Stats delivers fans unprecedented optionality by showcasing all 22 players in the frame and providing the quarterback's point of view, allowing viewers to watch each play set up and unfold from a position above the offensive backfield. This vantage point offers compelling views of pre-snap motions, offensive line play, blitzing defenders, quarterback maneuvers, and receivers throughout their routes. The High-Sky camera angle has drawn comparisons to the NFL Madden video game, effectively immersing viewers into the on-field action. This innovative approach to streaming particularly appeals to fans who enjoy sports video games, successfully engaging an additional subset of the modern audience.

Credits

Jared Stacy
Executive Producer
Prime Video

Mike Muriano
Executive Producer
Prime Video

Betsy Riley
Sr. Coordinating Producer
Prime Video

Alex Strand
Sr. Coordinating Producer
Prime Video

Spoon Daftary
Sr. Coordinating Producer
Prime Video

Amina Hussein
Sr. Coordinating Producer
Prime Video

Fred Gaudelli
Executive Producer
Prime Video

Mark Teitelman
Producer
Prime Video

Pierre Moossa
Director
Prime Video

Jorge Bustamante
Producer
Prime Video

Kelly Atkinson
Director
Prime Video

Scott Karpen
Producer
Prime Video

Geoff Butler
Director
Prime Video

Sean Page
Director
Prime Video