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Sports on TV for Monday, Sept. 8

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  Published in Sports and Competition on Sunday, September 7th 2025 at 16:52 GMT by Associated Press
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Amazon’s Bold Move into Thursday Night Football Signals a Shift in Sports‑TV Consumption

In a move that could reshape how fans stream live football, the National Football League (NFL) and Amazon Prime Video have struck a new partnership that will see Amazon deliver the full slate of Thursday Night Football (TNF) games during the 2024 season. The deal—announced in early October—entails Amazon producing, broadcasting, and distributing 12 NFL games each week for the first time ever, marking the league’s most ambitious foray into a streaming‑first format since its historic 2015 agreement with ESPN.

What the Deal Looks Like

Under the agreement, Amazon will air the TNF package on its Prime Video service, including live, full‑time coverage, post‑game analysis, and exclusive behind‑the‑scenes content. Prime Video subscribers will receive an ad‑free stream, while a separate “ad‑supported” option will be available on the NFL’s own streaming platform, NFL Game Pass. The games will be produced by the NFL’s in‑house production team but will feature a rotating roster of commentators, analysts, and hosts, many of whom are familiar from ESPN’s existing NFL coverage.

The partnership will run through the 2026 season, giving Amazon a multi‑year stake in the lucrative Thursday slot that has traditionally been a staple of cable television. “We’re excited to bring our audience closer to the game,” said Amazon’s sports chief, “and to bring new viewers into the fold who are used to streaming content on demand.”

In addition to the live broadcasts, Amazon will offer on‑demand highlights and replays on Prime Video. Prime members will also gain access to a dedicated “Thursday Night Football” hub, complete with a 30‑minute “pre‑game” show, live coaching‑corner segments, and a highlight reel after the final whistle.

Why Thursday Night Football Matters

TNF has been a pivotal component of the NFL’s weekly schedule for nearly a decade. Historically, the games have been carried by the network that holds the rights to the Thursday Night package—currently ESPN’s ESPN+ streaming service, as well as ESPN’s cable channel. While ESPN has successfully built a substantial viewership for TNF on both platforms, the move to Amazon signals a strategic pivot by the NFL to diversify its digital footprint.

TNF’s Thursday night slot offers a unique advantage: the games are played during a time slot that historically garners lower competition from other sports and entertainment events, making it easier for networks to attract a steady audience. For Amazon, this presents an opportunity to tap into the NFL’s vast fan base while also leveraging its existing Prime membership base to bolster subscription numbers.

Competition with Traditional Broadcasters

While the Amazon deal marks a significant shift, it does not eliminate the role of traditional broadcasters. The NFL will continue to air Sunday and Monday night games on its traditional cable partners—CBS, NBC, and ESPN—while Thursday games will now be exclusively available on Amazon’s platform. The arrangement will also give Amazon exclusive rights to the “All‑Day” Thursday Night Football show, a 12‑hour block that includes pre‑game coverage, intermissions, and post‑game analysis.

The NFL’s broader strategy to embrace streaming is evident in its earlier 2020 agreement with Apple for the “Apple TV+” platform to carry a selection of NFL games. That deal was ultimately dissolved after a brief run, but the league remains keen to secure digital partners that can help it reach younger demographics who prefer streaming over cable.

Fan and Industry Reactions

Reactions to the deal have been mixed. NFL players and coaches have generally welcomed the increased exposure and the chance to reach fans who may otherwise miss the games on cable. “It’s a great way to bring the game to more people, especially those who are away from a TV,” said former NFL player and analyst, “We’re excited to see how Amazon’s production can add to the viewing experience.”

On the consumer side, many fans have expressed enthusiasm for Amazon’s ad‑free streaming. “I’ve always wanted an ad‑free game,” said a fan in Florida. “Prime Video is great, and I love the extra content they’re offering.”

However, some critics worry that a shift to streaming could alienate older viewers who are more comfortable with traditional TV. The NFL’s executives have addressed this concern by ensuring that all games will still be available through their network partners, maintaining accessibility for all fan segments.

Broader Implications for Sports Media

The Amazon-TNF partnership is part of a broader trend that is reshaping sports media. The NFL’s move echoes similar strategies by other leagues, such as the National Basketball Association’s (NBA) partnership with Disney+ for “NBA TV” coverage and the National Hockey League’s (NHL) deals with ESPN+ and the NHL Network. These agreements reflect a growing recognition that audiences increasingly prefer on‑demand, high‑quality streaming experiences over linear broadcast schedules.

The NFL’s move to Amazon could also spark new negotiation dynamics for future rights deals. If Amazon’s partnership proves successful in drawing new viewers and boosting subscriber counts, other sports leagues and broadcasters may look to emulate this model. Moreover, the data-driven approach that Amazon brings to sports broadcasting—such as real‑time viewership metrics and targeted advertising—could set new industry standards.

Looking Ahead

The new partnership is set to launch with the first TNF game on Thursday, November 1, 2024, featuring the Indianapolis Colts against the Detroit Lions. As the season progresses, the NFL and Amazon will monitor viewership data, fan feedback, and advertising revenue to gauge the success of the venture.

In an era where streaming services are rapidly eclipsing traditional broadcast networks, the NFL’s collaboration with Amazon marks a decisive step toward the future of sports media. Whether the partnership will secure a lasting legacy for Thursday Night Football—or prompt further shifts in how fans experience live sports—remains to be seen. One thing is clear: the NFL is intent on staying ahead of the curve, and Amazon’s robust streaming infrastructure provides a powerful platform for reaching the next generation of football fans.