What s The Spread? NFL on Amazon Live-Stream Vs. TV Audience Comparison 2017 Season
In April 2017, Amazon Made A Deal With The NFL To Live-Stream 11 Football Games During The 2017 Season The Deal The Schedule 10 Thursday Night Games + 1 Game on Christmas Day Week 4 28-Sep Chicago Bears @ Green Bay Packers Week 5 5-Oct New England Patriots @ Tampa Bay Buccaneers Week 6 12-Oct Philadelphia Eagles @ Carolina Panthers Week 7 19-Oct Kansas City Chiefs @ Oakland Raiders Week 8 26-Oct Miami Dolphins @ Baltimore Ravens Week 10 9-Nov Seattle Seahawks @ Arizona Cardinals Week 11 16-Nov Tennessee Titans @ Pittsburgh Steelers Week 13 30-Nov Washington Redskins @ Dallas Cowboys Week 14 7-Dec New Orleans Saints @ Atlanta Falcons Week 15 14-Dec Denver Broncos @ Indianapolis Colts Week 16 25-Dec Pittsburgh Steelers @ Houston Texans 2
Key Takeaways From The NFL s Live In-Game Amazon Streaming Compared to TV s Amazon Beats Their Own Division Amazon s live-stream delivered a 24% higher Average Minute Audience than Twitter s live-stream last year But Was No Match Against The Perennial World Champs : Television In comparison, TV s Average Minute Audience for those 11 Amazon-streamed games was 52x larger than Amazon s In those 11 comparable football games, TV s U.S. cumulative reach was 128.6 million people (P2+) vs. Amazon s global reach of only 18.4 million In fact, almost every comparable TV telecast delivered over double the reach than Amazon s cume audience delivery for their 11-game total streaming schedule Source: verified Amazon & Twitter data as reported via The Motley Fool website (1/16/18); reflects in-game only. VAB analysis of Nielsen NPower Powerplay Program Report, CBS, NBC & NFL Network, in-game only (excludes pre- & post-game shows), dates align with Amazon NFL streaming schedule (see slide 2 for dates), Live only, P2+. Amazon viewership figures based on anyone who viewed for at least 30 seconds; TV viewership figures based on anyone who viewed for a minimum of one minute. CBS / NBC / NFL Network reflects TV audience only (no digital/apps). Twitter viewership figures based on anyone who viewed for at least 3 seconds. 3
In 2017, Amazon Drew Over 18 Million Total Global Viewers Across 11 Games For An Average Minute Audience of 310K Global Total Unique Viewers 18.4 Million Average Mins Per Game / Per Viewer 63 Minutes Average Audience (Per Min) 310,000 Source: VAB analysis of verified Amazon data as reported via FierceCable.com (1/1/18) and The Motley Fool website (1/16/18); reflects in-game only. Amazon viewership figures based on anyone who viewed for at least 30 seconds. 4
Amazon s NFL Live-Streaming Differed In A Few Key Ways From Twitter s Streaming in 2016 2016 2017 Public (no login necessary) Homepage, auto-play Access Location Prime Members Only (Subscription) On Prime Video platform page 3 seconds When Viewer Is Counted 30 seconds Twitter Amazon 5
These Differences Led To A Lower Reach, But Longer Average Dwell Time, On Amazon Vs. Twitter Although Twitter had nearly double the reach, Amazon s much higher average time spent is what ultimately led to a higher Average Audience Total Unique Viewers Global 18.4 Million Global 31.6 Million Average Mins Per Game / Per Viewer 63 Minutes 17 Minutes Average Audience (Per Min) 310,000 250,000 Source: VAB analysis of verified Amazon & Twitter data as reported via FierceCable.com (1/1/18) and The Motley Fool website (1/16/18) as well as additional VAB analysis of Twitter s reported figures on an individual game basis from 2016; reflects in-game only. Amazon viewership figures based on anyone who viewed for at least 30 seconds; Twitter viewership figures based on anyone who viewed for at least 3 seconds. 6
While Amazon Showed A Decent Lift In Average Streaming Audience, TV Measures Their NFL Audience In Multi-Millions For comparison sake, the below stats are based on the TV network delivery of only the 11 Amazon Video-streamed games U.S. TV Only Total Unique Viewers 128.6 Million Average Mins Per Game / Per Viewer 69 Minutes Average Audience (Per Min) 16.1 Million Source: VAB analysis of Nielsen NPower Powerplay Program Report and R&F Program Report, CBS, NBC & NFL Network, in-game only (excludes pre- & post-game shows), dates align with Amazon NFL streaming schedule (see slide 2 for dates), Live only, P2. TV viewership figures based on anyone who viewed for a minimum of one minute. CBS / NBC / NFL Network reflects TV audience only and does not include audiences gained from their digital / app streaming. 7
In Fact, TV s Average Audience For Amazon Streamed Games Was 52x Higher Than Amazon s Audience Keep in mind that Amazon is based on global viewers who viewed for at least 30 seconds vs. TV which is based on U.S. viewers who viewed for a minimum of one minute Stats based on only the 11 games that Amazon Video streamed Total Unique Viewers Average Mins Per Game / Per Viewer Average Audience (Per Min) Global 18.4 Million 63 Minutes 310,000 U.S. TV Only 128.6 Million 69 Minutes 16.1 Million TV s Average Audience Advantage 52x Source: VAB analysis of verified Amazon data as reported via FierceCable.com (1/1/18) and The Motley Fool website (1/16/18). VAB Analysis of Nielsen NPower Powerplay and R&F Program Report, CBS, NBC & NFL Network, in-game only (excludes pre- & post-game shows), dates align with Amazon NFL streaming schedule (see slide 2 for dates), Live only, P2+. Amazon viewership figures based on anyone who viewed for at least 30 seconds; TV viewership figures based on anyone who viewed for a minimum of one minute. CBS / NBC / NFL Network reflects TV audience only and does not include audiences gained from their digital / app streaming. 8
Almost Every Comparable TV Delivered Over Double The Reach Than The Cume Audience For Amazon s Total 11-Game Stream Cume Reach: Individual TV s vs. Amazon Total 11-Game Stream (in millions) 44.0 43.5 42.0 41.9 40.4 40.2 38.4 37.6 37.0 36.0 34.5 18.4 9/28/17: CBS + 10/5/17: CBS + 10/12/17: CBS + 10/19/17: CBS + 11/30/17: 12/7/17: 11/16/17: 11/9/17: 10/26/17: CBS + 12/25/17: 12/14/17: Amazon: 11-Game Stream Total Source: verified Amazon data as reported via The Motley Fool website (1/16/18). VAB Analysis of Nielsen NPower R&F Program Report, CBS, NBC & NFL Network, in-game only (excludes pre- & post-game shows), dates align with Amazon NFL streaming schedule (see slide 2 for dates), Live only, P2+. Amazon viewership figures based on anyone who viewed for at least 30 seconds; TV viewership figures based on anyone who viewed for a minimum of one minute. CBS / NBC / NFL Network reflects TV audience only and does not include audiences gained from their digital / app streaming. Amazon figures reflect global stats while TV is U.S. only. 9
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