NASCAR is months away from making its streaming debut on Amazon Prime Video, and NASCAR executives believe this move will boost the sport’s viewership. In fact, NASCAR expects its Prime Video audience to be on par with its cable TV viewership. President Steve Phelps has projected that fans will adjust to the digital shift and welcome the change.
Prime Video is set to begin broadcasting NASCAR races for the first time in 2025 as part of a new seven-year agreement. For the past few years, NASCAR races have been simulcast on Fox’s and NBC’s apps. Prime Video’s five races will mark the first time that the sport’s premier events will be streamed exclusively on a digital platform.
An Attempt by NASCAR to Attract a Younger Audience?
2025 has been good to NASCAR, with each race this year seeing an increase in viewership compared to last year. However, the shift to Amazon and TNT later this year will introduce an entirely new viewing experience. NASCAR, which has partnered with four different broadcasters instead of its usual two, is taking a gamble on audience engagement.
Questions have arisen about whether fans will be able to keep up with digitally streamed races, especially since they will be behind an Amazon Prime Video paywall. According to data from Ampere Analysis, 34% of NASCAR’s U.S. fanbase is between the ages of 55 and 64.
NASCAR President Steve Phelps believes the move to Amazon will generate viewership numbers similar to those on cable TV. In a statement to Sports Business Journal, he said, “Streaming is important. It’s here to stay, and we think that Amazon Prime is a terrific partner for us to be with, and you’re kind of defined by the company you keep, right?
He continued, “The NFL, NBA, ourselves—that’s a good adjacency for us. I think they’re going to bring a fresh approach, which they certainly did with ‘Thursday Night Football,’ and I think it will drive a slightly younger audience for us, which—that’s not a bad thing either.”
The five races that Amazon Prime Video will air begin in late May, starting with the Coke 600. Following that will be races in Nashville, Michigan, Mexico City, and Pocono. Prime Video has already started airing select practice and qualifying sessions.
In recent years, NASCAR has made a conscious effort to engage younger audiences, and moving to a digital streaming platform may help achieve that goal.
Brian Herbst, NASCAR’s executive vice president and chief media and revenue officer, shared, “What you get from a streaming partner is promotion for your sport on big, over-the-top platforms that cater to a younger audience. Frankly, it’s a way to speak to an audience that is a little bit less familiar with NASCAR.”
Herbst added, “We have been an anchor property for cable and linear TV for a really, really long time, but as content creation consumption patterns started to change, we needed to make sure that we put our product in front of some of those new audiences.” The shift to streaming aligns NASCAR with the 4 major sports, potentially providing the viewership and ratings increases NASCAR executives are looking for.
Well let’s say you lose your 34% of older viewers. And pick up 10 to 15% of younger viewers. Net lose in my mind😎
I guess you don’t care about us seniors who have supported NASCAR for several years. I have traveled from Canada to over a hundred races in several states and nver missed a race on TV if I didn’t attend in person. Now no TV VIEWING? That’s our thank you for loyalty!!!!