The success of “Thursday Night Football” is key to Amazon's aspirations to be a major player in live sports and growing the audience for the tech retail giant's Prime Video platform.

Prime Video's second season as the exclusive home of Thursday Night Football is an exciting ride for fans, with the return of its Emmy-nominated coverage, game-changing features that enhance the viewing experience, and a slate of star-studded matchups featuring all 14 playoff teams from last season.

In a blog post, Amazon announced that Prime Video's Thursday Night Football coverage will now come in native HDR. This is a new addition this season and in terms of picture quality, it's a serious upgrade.

Through four weeks, "TNF Nightcap" is averaging 2.08M viewers, which is an increase of 24% over last year's full-season average (1.68M), according to Prime Video. (“TNF Tonight,” the pregame show, is averaging 500,000 more viewers per week compared to 2022.)

Last year, Amazon secured exclusive rights to stream Thursday night NFL games on Prime Video, marking a new era for sports fans, including the first-ever Black Friday game.

The Chargers and Chiefs playing in the first Thursday Night Football game to exclusively broadcast nationally on Prime Video on September 15, 2022.

Prime Video's Thursday Night Football (TNF) is not broadcasted on traditional TV channels. Instead, TNF games are available to stream through the Prime Video service and its app.

Amazon has exclusive rights to "Thursday Night Football" as part of an 11-year deal worth $1 billion annually. Its first "Thursday Night Football" broadcast drew a record prime-time audience for the streaming service in the U.S..

“We're delivering games in native HDR,” says Riley. “That means from the camera lens all the way through to what the customers will see on screen is in HDR. We received feedback that our picture quality was excellent in SDR, but we think people are going to be wowed by the picture quality this year.”

There's good news for NFL fans who subscribe to Amazon's Prime Video. With the new 2023/24 NFL season starting this week in the US, Amazon will be producing and streaming its Thursday Night Football games in HDR for the very first time.

Amazon Prime Video is the exclusive home of Thursday Night Football NFL games.

Thursday night games were the most-watched programming on 13 of the 15 nights Amazon streamed the NFL in 2022 and won at 15 nights in both the 18-34 and 18-49 demos, the company said.

In March 2021, Amazon acquired rights to become the exclusive broadcaster of Thursday Night Football initially starting with the 2023 season and running through 2033, paying approximately $1 billion per year to become the first streaming service to exclusively carry a package of NFL games.

The Premier League will be shown live on Amazon Prime Video in the 2023/24 season. The Premier League returns with a refreshed array of broadcasters ready to beam the action live to our screens.

The NFL has approved a number of new rule changes for the 2023 season. Notably, the league now has the ability to flex late season games from Sunday to Thursday night. The resolution comes with strict requirements: Thursday games can only be flexed between Weeks 13 and 17, with a four-week notice required.

How do I watch Thursday Night Football if I'm subscribed to Amazon Prime?

1. Open the Prime Video app on your device.
2. Sign in with your registered e-mail. If unsure, make sure to check your email.
3. Look for Thursday Night Football from the homepage, search bar, sports.
4. Tap on that day's game.
5. Press Play and enjoy the game!