Amazon seeks to increase viewership with Black Friday NFL game

On November 29, 2024, in the United States, Amazon hosted a Black Friday NFL game exclusively on its Prime Video platform. This year, the matchup featured the Las Vegas Raiders facing off against the Kansas City Chiefs in Kansas City. The Raiders, struggling with a record of 2-9, were set against the Chiefs, who had a strong season with a record of 10-1, aiming for a chance at a third consecutive Super Bowl win. While the disparity in records predicted a lopsided game in favor of the Chiefs, Amazon was targeting a high level of viewership, similar to the previous year's success, as they continue to build their streaming audience. Amazon's exclusive broadcast of the game was strategically timed, taking advantage of limited sports programming on the day. The kickoff was at 3 p.m. ET, hoping the Chiefs’ notoriety as a popular team would draw in viewers. The Chiefs had become the most watched team in the NFL for the 2024 season, averaging 24.2 million viewers per game across eight nationally televised games this year. Viewership for the “Thursday Night Football” games on Prime Video had also seen an increase, averaging 13.3 million, up 8% year-over-year according to Sportico, suggesting a growing trend for Amazon’s sports streaming. In addition to attracting viewers, Amazon anticipated capitalizing on the advertising revenue potential from the event. The company reported that it sold out of advertising for this game months in advance, indicating strong demand, especially from brands that did not participate in previous games. This demand also highlighted Amazon's ability to attract a younger audience, with an average viewer age of 48.4 years old, compared to the national average of 55.4 years. This younger demographic is increasingly appealing to advertisers looking to reach potential new customers. Moreover, last year's Black Friday game had shown promising results for advertisers; viewers were 78% more likely to search for brands that advertised during the game. Amazon's major ambition was not only to keep the viewership numbers high but also to entice new subscriptions to its Prime or Prime Video services, as they look to strengthen their foothold in the competitive streaming market. The combination of an exciting game, the allure of the Chiefs, and strategic advertising could potentially translate into significant financial gains for Amazon as it navigates the landscape of sports broadcasting.