By Sunday 
When Amazon first took over Thursday Night Football, plenty of fans wondered whether audiences would really follow the NFL into full-on streaming territory.
Well—fast-forward to Dec. 4, 2025, and Amazon just answered that question with a chest-thumping “yes.”
A New High for Prime Video
Amazon pulled in an eye-popping 19.39 million viewers for its Cowboys–Lions broadcast, the highest TNF audience since taking over the package in 2022.
To put the milestone in perspective, it didn’t just edge past their previous record—it obliterated it by 9%, surpassing the 17.76 million viewers who tuned in for the season opener between the Commanders and Packers.
Not bad for a company that originally made its name shipping books and cables, right?
Streaming… But Make It Mainstream
The number doesn’t just mark a win for Amazon—it’s another data point in a trend that’s shaping modern sports consumption: streamers can pull TV-sized crowds.
In fact, this latest figure is higher than the NFL’s season-to-date average of 18.6 million viewers across all networks. Yes, Amazon Prime just beat traditional broadcast TV at its own game.
And it follows a massive Black Friday run where Amazon stacked up 16.3 million viewers for Bears–Eagles—and even posted season-best numbers for its NBA coverage that same day.
Amazon’s weekly average for TNF now sits at 15.2 million viewers, up 15% from this time last year and a huge 28% jump from 2023. That’s what you call momentum.
Younger Viewers Are Clicking In
One of Amazon’s consistent advantages? Younger eyeballs.
The median TNF viewer age on Prime sits at 49 years old, nearly seven years younger than the audience tuning in on traditional networks.
Advertisers love that. The NFL loves that. Amazon definitely loves that.
Meanwhile, on the Field…
The broadcast itself wasn’t the only headline. The Lions notched a big 44–30 win over the Cowboys, keeping Detroit’s playoff hopes very much alive at 8–5, just one game back from the NFC’s final postseason slot.
Dallas? They slipped to 6–6–1, and now sit 10th in the conference, fighting to stay relevant in a crowded playoff race.
But no matter who fans rooted for, nearly 20 million of them came to Amazon to watch—which might be the bigger story.