For the first time in NASCAR Cup Series history, a race was exclusively featured on streaming, with successful viewer numbers. The Coca-Cola 600 peaked at 2.92 million viewers, and had a lower median viewer age by seven years. This shift toward a younger demographic is a significant win for NASCAR.
With around 800,000 viewers from the 18-49 demographic, the streaming race outperformed many cable races in the past few years. Even though total viewership was lower than FOX’s broadcast, it surpassed six out of eight Cup races on FOX Sports 1 this year.
Prime Video’s approach to the event was widely praised for its energetic broadcast, minimal commercial interruptions, and insightful commentary. The addition of personalities like Carl Edwards and Corey LaJoie, and the informative yet non-patronizing booth commentary, added to the overall success of the streaming event.
The post-race show on Prime Video was a standout feature, providing over an hour of coverage with in-depth interviews and analysis. The flexibility of streaming allowed for a comprehensive recap of the race, including insights from race winners and team members. Overall, Prime Video’s NASCAR streaming debut was well-received and set a new standard for the sport’s broadcasting.
