Amazon rolls out new features for NFL Thursday Night Football streams

Amazon Prime Video is entering its third season as streaming partner for NFL Thursday Night Football and the tech giant is adding some new bells and whistles to its digital presentation.

The company is putting its X-Ray feature, which serves up bonus content like facts and trivia, front and center during its NFL streams. Starting with the Sept. 26 game featuring the Green Bay Packers versus the Philadelphia Eagles, viewers can get access to stats like a quarterback’s average time to throw, a running back’s average yards after contact and a wide receiver’s average yards of separation. The feature is available for Android, iOS and Fire TV devices.

Amazon is also adding “NFL Next,” a new 30-minute live show available on Prime Video each Thursday and produced by NFL Films. The show will feature commentary and analysis from Chris Long, NFL Network’s Kay Adams and James Koh.

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Thursday Night Football will again be available on Amazon-owned Twitch as well as Prime Video. The games will be co-streamed by popular streamers on the platform and will allow viewers to chat and interact.

The streams will once again provide multiple audio options. Viewers can choose the default Fox broadcast with Joe Buck and Troy Aikman or Prime Video audio streams featuring Hannah Storm and Andrea Kremer or U.K. English language broadcasters Derek Rae and Tommy Smyth. Additionally, Prime members in the U.S. and Mexico have access to the Spanish-language Fox Deportes broadcast.

This is the second year of a two-year deal that Amazon signed with the NFL for 11 Thursday night games. The companies did not reveal financial terms of the deal but Amazon reportedly paid $50 million for Thursday Night Football streaming rights in its first season.

Last year Amazon released viewership numbers for its first season streaming NFL Thursday night games. The company said that over the course of the 11 games it streamed, it reached 18.4 million total viewers. Those viewers tuned in from 224 different countries and territories.

Amazon said that the average-minute audience (AMA) watching NFL games on Prime Video for at least 30 seconds was more than 310,000, which it said was 17% higher than the AMA Twitter attracted last season with its NFL streaming deal. Those viewers watched an average of 63 minutes.