EXCLUSIVE: “While we’re nonetheless ready for official Nielsen scores, our measurement exhibits that the viewers numbers exceeded all of our expectations for viewership,” Prime Video’s high sports activities exec Jay Marine stated right now in a be aware to employees on the “resounding success” of the streamer’s official kickoff on September 15.
“Our first unique TNF broadcast delivered probably the most watched night time of primetime within the U.S. within the historical past of Prime Video,” the VP Prime Video, Global Head of Sports, additionally instructed colleagues within the memo (learn it beneath). “This is an enormous achievement. During our TNF broadcast, we additionally noticed the largest three hours for U.S. Prime signal ups ever within the historical past of Amazon – together with Prime Day, Cyber Monday, and Black Friday.”
Now, as Marine acknowledged, there isn’t any official Nielsen data but to offer concrete kind to those claims. However, as we await the precise numbers, clearly, as they have been with the September 1 two-episode premiere of The Lord of the Rings: The Rings of Power, Prime Video is feeling fairly satisfied.
The Kansas City Chiefs’ hard-fought 27-24 win over the Los Angeles Chargers at Arrowhead Stadium final week was the primary of 15 games a season on the Jeff Bezos-founded streamer in a take care of the NFL set to run over the subsequent 11 years. Putting their cash the place its hopes and streams are, Prime Video is estimated to have forked out round $1 billion per season for the unique rights to the gridiron matchups — a quantity that Bezos and NFL Commissioner Roger Goodell might need chatted about from their perch watching the Chiefs-Chargers sport final week.
While the Nielsen numbers are nonetheless to come back, we do know some actual numbers that Amazon itself put on the market not too way back. In conversations with media patrons earlier this 12 months, Amazon anticipated about 12.5 million viewers per sport. In a linear-to-streamer transition, that’s a dip from the weekly viewers that the Murdochs-owned Fox had on common in its final full season of TNF final 12 months.
Amazon has pledged so as to add extra viewership-data transparency relating to TNF.
Meanwhile, right here is Marine’s full memo to Amazon employees:
I wished to take a second to mirror on final Thursday night time and share my congratulations and private thanks. On Thursday night time, we made historical past by delivering the primary common season sport in our groundbreaking 11-year settlement with the NFL. And by each measure, Thursday Night Football
To put it in context, let me share among the outcomes. Our first unique TNF broadcast delivered probably the most watched night time of primetime within the U.S. within the historical past of Prime Video. This is an enormous achievement. During our TNF broadcast, we additionally noticed the largest three hours for U.S. Prime signal ups ever within the historical past of Amazon – together with Prime Day, Cyber Monday, and Black Friday. And whereas we’re nonetheless ready for official Nielsen scores, our measurement exhibits that the viewers numbers exceeded all of our expectations for viewership. This was additionally an enormous technical achievement – our tech and product groups rose to the problem and delivered a implausible streaming expertise to our tens of millions of viewers.
I couldn’t be extra happy with all of our groups – everybody throughout engineering/tech, product, programming, manufacturing, expertise relations, authorized, BA, advertising and marketing and PR has labored tirelessly over the previous 18 months to make sure that soccer followers throughout the nation would see our absolute best, and throughout each facet you all greater than delivered. Your buyer focus, laborious work and dedication has been wonderful and provoking.
And as we wish to say, it’s all the time “Day 1.” That is actually true for all of us right now. This is only the start. We will proceed to remain buyer centered, innovate, and get higher each week – beginning this week in Cleveland with an enormous Steelers vs Browns rivalry sport!
Thank you once more and congrats!