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4h ago

Prime Video Sets NFL Streaming Record as Wild Card Audiences Surge

Nielsen’s updated counting helped turn close games into multi-year audience highs.

Jan 12, 2026; Pittsburgh, PA, USA; NFL Wild Card logo on the field before the Pittsburgh Steelers host the Houston Texans in an AFC Wild Card Round game at Acrisure Stadium. Mandatory Credit: Charles LeClaire-Imagn Images
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Jan 10, 2026; Chicago, IL, USA; Chicago Bears wide receiver DJ Moore (2) makes the eventual game winning touchdown catch against the Green Bay Packers during the second half of an NFC Wild Card Round game at Soldier Field. Mandatory Credit: David Banks-Imagn Images

Overview

  • Amazon’s Bears–Packers wild-card stream averaged 31.61 million viewers per Nielsen, the largest audience ever for an exclusively streamed NFL game and 43% higher than last year’s Prime wild-card telecast.
  • Fox’s 49ers–Eagles late Sunday window drew 41 million viewers, the weekend’s biggest audience and the most-watched wild-card game on any network since 2022.
  • CBS averaged about 32.71 million viewers for Bills–Jaguars, marking the most-watched early Sunday wild-card game on record for any network and a 5% year-over-year gain.
  • The five weekend wild-card games across Fox, CBS, Prime Video, and NBC averaged 32.76 million viewers per game, a multiyear high versus last season’s comparable windows.
  • Networks and streamers attribute part of the lift to Nielsen’s Big Data + Panel methodology and expanded out-of-home measurement, which now count more viewing outside the home.