The Lions’ Week 14 win over the Cowboys was a record breaker
The Thursday Night Football game between the Dallas Cowboys and Detroit Lions was a historic one for Prime Video.
Just days after making history with its Black Friday matchup between the Chicago Bears and Philadelphia Eagles, Amazon has set another NFL viewership record.
After the Bears vs the Eagles drew an average of 16.33 million viewers in the U.S., the most-watched Black Friday game ever - the online giant again pulled in a bumper audience with its coverage of the Dallas Cowboys’ Week 14 matchup with the Detroit Lions.
The Cowboys’ 44-30 loss the Lions on Thursday, December 4, averaged 19.39 million U.S. viewers, the highest number since Amazon began streaming Thursday Night Football in 2022.
Before last Thursday, the previous record stood at 17.76 million viewers, set during a Week 2 game on September 11 when the Washington Commanders faced the Green Bay Packers.
Amazon Prime Video said the Cowboys vs. Lions game averaged 19.39 million viewers. It is the most-watched TNF on Prime regular season game ever.
— Brad Galli (@BradGalli) December 8, 2025
The game was up 12% on last year's Packers-Lions game, which set a TNF record for viewership. The Lions are a huge TV ratings hit. pic.twitter.com/x3KTSam4aU
Amazon’s historic deal
This latest figure even surpasses the league-wide average of 18.6 million viewers per game across all networks - the best mark through Week 13 since 1989.
So far in the 2025 NFL season, Amazon is averaging 15.2 million viewers per game, up 15% from the comparable period last year and 28% higher than in 2023.
Back in May 2021, Amazon and the NFL announced a landmark $13.2 billion agreement granting Prime Video exclusive rights to stream Thursday Night Football through at least 2032.
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