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Streaming NFL Games Snag Younger Audiences — Here’s Why

Photo from Adrian Curiel via Unsplash

Streaming NFL Games Snag Younger Audiences — Here’s Why

By Movieguide® Contributor

New data shows that streamed NFL games garner a younger audience than those broadcast on traditional formats.

“Every time a new streaming-exclusive NFL game is announced, it’s met with a round of consternation from fans. NFL viewers are growing more frustrated at the league’s obsession to get its games on as many outlets — and increasingly streaming services — as possible, from Prime Video to Peacock to Netflix,” The Streamable said.

But the outlet explained that there’s a reason for this change: “Prime Video consistently brings in a younger audience for THURSDAY NIGHT FOOTBALL than NFL games on broadcast channels do, and as the streaming audience matures, that means more games on streaming services will be a mere fact of life going forward.”

THURSDAY NIGHT FOOTBALL averaged 13.22 million viewers over the 16-game package, a 13% increase over last season.

According to the Sports Business Journal, “Amazon’s Prime Video easily had the youngest median age for NFL game viewership at 49 years of age across 15 telecasts in the THURSDAY NIGHT FOOTBALL package (albeit slightly older than the 48.5 from last season). But no linear TV package’s median age was younger than 55.6 years old this season.”

READ MORE: 2024 STREAMING HITS AND MISSES AND WHAT TO EXPECT FOR 2025 

Other outlets that aired the NFL this season including NBC, Fox, ABC/ESPN/ESPN2 and CBS pulled 51% to 52% of their viewership from the 55+ demographic:

  • NBC: 55.6 (up from 54.8)
  • Fox: 55.9 (up from 55.7)
  • ABC/ESPN/ESPN2: 56.0 (up from 55.9)
  • CBS: 56.2 (up from 56.0)

For Prime Video, just 39% of its audience came from the 55+ demo, and “20% of its audience from the 18-34 demographic,” a number that drops to 13% and 14% for broadcast networks.

So, why is this the case?

Simply, younger people don’t want to pay for cable. With the amount of streaming services and bundles provided, they would rather pay for those services.

As Prime Video continues “to raise its average viewership to the level of games on broadcast channels,” the ratings “have improved every season since becoming the exclusive national broadcaster of TNF games. If it continues to draw younger viewers at this rate, more streaming-exclusive games on Netflix and Peacock could be just the beginning for the league.”

READ MORE: WHAT NFL SEASON KICK-OFF MEANS FOR STREAMING SERVICES


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