In its first three hours, Amazon Prime’s airing of NFL’s Thursday Night Football drew a record number of subscribers, CNBC reports, citing an internal memo.

The executive who issued the memo Monday, which CNBC viewed, said the subscribers were higher than for other big events and debuts, such as Prime Day, Black Friday and Cyber Monday.

The game, between the Kansas City Chiefs and the Los Angeles Chargers, is the first of 15 TNF games that Amazon has spent $1 billion a year to stream.

“By every measure, Thursday Night Football on Prime Video was a resounding success,” wrote Jay Marine, global head of Amazon’s sports division.

Marine said in his memo that the Nielsen had yet to release its ratings numbers but that his assessment was based on internal measurements.

Amazon Prime has an estimated 200 million subscribers worldwide and 80 million in the U.S., who pay $139 a year for a variety of perks, including free shipping.

Amazon Prime Video recently debuted “The Lord of the Rings: The Rings of Power.” Amazon reportedly spent $1 billion producing the highly anticipated rendition of J.R.R. Tolkien’s books.

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