NASCAR has quietly scored a win in its bold step into streaming.
Its historic Coca-Cola 600 race, broadcast exclusively on Amazon Prime Video for the first time, attracted 2.72 million viewers — a figure that may appear underwhelming on the surface, but tells a different story when viewed in the right context.
Headline Numbers — and Why They’re Misleading
On a year-over-year basis, the 12.2% drop in viewership compared to 2023’s race (which aired on Fox’s main linear channel and drew 3.1 million viewers) seems like a step backward. But 2023’s broadcast benefitted from network TV reach.
In contrast, the 2025 edition marked the Cup Series’ first-ever exclusive appearance on a streaming platform — and here’s where it gets interesting:
- Viewership on Prime Video exceeded expectations, outpacing cable’s five-year average of 2.1 to 2.3 million viewers.
- The median viewer age was 55.8, six years younger than this season’s overall average — showing early signs that the streaming pivot is successfully drawing a younger demographic.
Strategic Impact: Streaming as a Discovery Channel
Commissioner Steve Phelps had hoped for cable-level numbers at minimum — and Prime delivered. This wasn’t just a broadcast experiment; it was a strategic shift aimed at future-proofing NASCAR’s audience base.
- Amazon’s tech-first user experience, recommendation engine, and brand halo brought NASCAR into living rooms that traditional TV might not reach.
- The younger skew is not just statistically notable — it’s mission critical for NASCAR’s long-term value proposition to sponsors and digital advertisers.
What’s Next: Building Momentum
The Nashville Superspeedway race on June 1 is next up on Prime. Notably, it’s one of the few NASCAR races that has grown in viewership year-over-year since its 2021 return — making it an ideal candidate to build streaming momentum.
Further boosting accessibility, NASCAR’s new partnership with DirecTV For Business will make all Prime Video races available to commercial establishments across the US — from sports bars to hotel lounges — helping offset the ‘exclusive streaming’ limitations with real-world visibility.
What Sports Properties Can Learn
- Your first streaming broadcast doesn’t need to break records — it needs to prove potential.
NASCAR did just that, outperforming cable norms and bringing in younger fans. - Don’t ignore median age as a KPI. Viewership volume is vital, but the value of a younger audience compounds over time through merchandise, mobile, and micro-content monetization.
- Bridge the transition. Partnering with commercial distribution platforms (like DirecTV For Business) ensures that moving to streaming doesn’t mean sacrificing reach in key consumer settings.
At 365247 Consultancy, we work with leagues and broadcasters to engineer high-stakes media transitions, platform diversification strategies, and Gen Z-first fan acquisition playbooks.
Reach out if your sport or media property is ready to go digital.
