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Amazon Gets NFL Streaming Win With 13 Million Viewers in Debut

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Amazon.com Inc.'s first regular-season NFL broadcast drew 13 million viewers to its streaming service, delivering an online audience that rivals traditional TV.

The total, reported by Nielsen, was up 47% from last season's week 2 Thursday night game, which aired only on the NFL Network, and it was more than the 12.6 million viewers Amazon is guaranteeing that advertisers will reach.

But it also fell short of the average of 16.4 million viewers who watched Thursday NFL games last year, which included coverage on the Fox broadcast network, and it was down from the nearly 22 million who saw the opening game of this NFL season on NBC and its streaming platforms.

The Sept. 15 game between the Los Angeles Chargers and Kansas City Chiefs marked the debut of an 11-year, $13 billion deal that makes Amazon the exclusive home of “Thursday Night Football. ” The early audience numbers should ease one of the big questions about that deal: whether fans would be able to find the games on Prime Video instead of TV.

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