Understanding the Impact of Streaming Exclusivity on NFL Viewership

What’s the Impact of Streaming on NFL Viewership?

The NFL playoffs are in full swing and football is top of mind for many advertisers. Last year, NFL Thursday night games shifted exclusively to streaming, leaving many advertisers questioning the resulting impact on viewership.

We’ve heard questions like, “Do the streamed games reach the same amount of people? Are there differences in viewer engagement? Does the streaming audience skew younger? How are multicultural viewers impacted?"

In this analysis, you’ll find answers to those questions as we compare the NFL viewership on Amazon Prime Video and linear TV. As marketers decide what role sports streaming should have within their campaigns, this analysis offers the data and insights to make educated decisions.