Amazon Prime Video's inaugural NASCAR Cup Series coverage concluded its first season with remarkable success. Nielsen data reveals an average viewership of 2.16 million across the five events. This represents a significant win for Amazon, marking a substantial entry into live motorsports broadcasting.
The platform saw particularly strong growth within key younger demographics. Among viewers aged 18 to 34, the broadcasts averaged 233,000 viewers—a 36% increase compared to similar 2024 events. Increases of 19% and 28% were observed in the 18 to 49 and 25 to 54 age groups, respectively. Notably, the median age of viewers was 56.1 years, almost seven years younger than the 2025 average for broadcast and cable NASCAR races.
All five races featured uninterrupted action during green-flag segments, averaging 47 laps without commercial breaks. Post-race coverage, averaging 60 minutes, retained a significant 43% of the race audience. These programs benefited from contributions from popular figures like Dale Earnhardt Jr. and Carl Edwards.
Technological innovations, developed with AWS, included the “Burn Bar” fuel efficiency visualization and the “AI Radio Scanner,” designed to enhance viewer engagement. Pre-race coverage, despite lacking lead-in programming, still attracted an average of 753,000 viewers, with the post-race segment averaging 931,000 viewers.
The Prime Video audience also demonstrated higher median household income, reaching $86,800—a 12% increase over the 2024 average for NASCAR viewers on traditional networks. The “NASCAR on Prime” initiative extended beyond live races, including original content such as the docuseries “Earnhardt” and “American Thunder: NASCAR to Le Mans,” along with the debut of the anthem “Up Around the Bend,” performed by Eric Church and John Fogerty. Prime Video chose not to disclose further details of their NASCAR coverage to NewscastStudio.