Prime Video has announced several analytics-focused additions to its Thursday Night Football coverage as the NFL returns to Amazon for a fourth season of exclusive broadcasts.
This season, the TNF altcast Prime Vision with Next Gen Stats will include predictions for how many possessions trailing teams might have remaining as games wind down, how much time will likely be left on the clock if they force a late three-and-out, and when a leading team might be able to kneel out their victory with one more first down. Amazon has also developed a machine-learning model that analyzes offensive line play to rate the quality of the pocket those blockers have created for the quarterback—plus whether the QB made the situation better or worse with his movement.
Pocket Health graphics will first appear during replays and might not be part of Prime Video’s first stream this week, featuring the Washington Commanders and Green Bay Packers. New metrics might also become a part of the main broadcast feed going forward.
“Our number one KPI is: Is this helping the audience learn?” TNF analytics expert Sam Schwartzstein said in an interview.
The clock management stats are intended to provide fans with similar information to what coaches receive while making strategic decisions, while former All-Pro left tackle—and current TNF pregame, halftime and postgame analyst—Andrew Whitworth contributed to the offensive line measurement. The new elements also build upon previous inclusions such as blitz predictions and open receiver indicators.
“When does the (feature development) process start? The process started four years ago,” Prime Video senior coordinating producer Alex Strand said. “Our own core foundational capabilities are growing. We’ve been talking about some version of ‘Pocket Health’ for years. … What you’re seeing this year is the fruit of the labor of the past number of years.”
AI know-how also contributes to Amazon’s coverage of other sports, including NASCAR and—beginning this fall—the NBA. Amazon Web Services’ AI capabilities and infrastructure help enable the wizardry. “It’s part of our DNA now in how we present,” Strand said. “We have a lot of trust in viewers’ capability of taking in complex and interesting things. … Right now, I don’t really see an end in sight in terms of different tools and features we can bring to our shows.”
Prime Video has also teased a new interface wrapped around 2025 TNF coverage, including player stats and shopping integrations.
Al Michaels will call his 40th season of primetime NFL games as Kirk Herbstreit once again joins him in the broadcast booth, with sideline reports from Kaylee Hartung. Later this year, they’ll present Amazon’s first Christmas Day game. TNF averaged 13.2 million viewers in 2024, up 11% over the previous season. Thursday Night Football games stream for free on the Amazon-owned Twitch platform and are broadcast on over-the-air stations in the two home markets each week.