The cost of broadcasting an NFL playoff game is on the rise, reflecting the league’s continued popularity following its record-breaking Super Bowl viewership. According to a source familiar with the deal, Amazon Prime is set to pay over $150 million for exclusive rights to a postseason game at the conclusion of the 2024 season. This substantial nine-figure price tag surpasses the $110 million paid by NBC last season for exclusive rights to an AFC Wild Card game, which was aired on the network’s streaming service, Peacock.
While fans expressed dissatisfaction with Peacock’s subscription fees, the viewership remained strong, with the game attracting an average of 23 million viewers, making it the most-watched live-streamed event in U.S. history. The upcoming deal with Amazon Prime signifies the increasing value of broadcasting rights for NFL games.
NFL spokespeople have refrained from commenting on the specifics of the deal, and Amazon representatives have not responded to inquiries. Currently, the NFL has four broadcast partners – NBC, CBS, Fox, and ESPN/ABC – each guaranteed at least one Wild Card game in the existing agreement. The remaining two games are subject to bidding, with Prime Video now entering the fray.
In its second season of airing Thursday Night Football in 2023, Prime Video averaged 11.86 million viewers per game, indicating a 24% increase from its inaugural season with exclusive rights. The success of Prime Video in airing NFL games triggered performance clauses, allowing them to secure exclusive rights to a playoff game.
The NFL’s record-breaking viewership, particularly during Super Bowl LVIII with an average of 123.4 million viewers, has contributed to the league’s sustained popularity. Taylor Swift’s involvement in the Super Bowl halftime show also played a role, attracting five million more female viewers compared to the previous year. The championship game between the Kansas City Chiefs and the San Francisco 49ers in Las Vegas became the most-watched telecast in U.S. history, surpassing the previous record set by the 2023 Super Bowl.
While the cost of exclusive broadcasting rights continues to rise, the NFL’s ability to attract massive viewership highlights its enduring appeal and the increasing competition among streaming services for a piece of the lucrative sports content market.