UPDATED with plan for broader-access stream. Prime Video will make its upcoming exclusive coverage of the first NFL game to be played on Black Friday free for all viewers, not just Prime members.
The ungating move is unprecedented in the U.S., though it has been tried in international markets. A press release said it is intended as “an early present for NFL fans” amid the start to the holiday shopping season.
Family gatherings on Thanksgiving often boost TV ratings for that day’s long-established menu of three NFL games. A 3 p.m. ET kickoff is planned on Friday, November 24, the day after Thanksgiving.
It is the first time an NFL game will be played on that day, though games have occasionally fallen on a Friday due to Christmas and New Year’s timing.
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