The viewership ratings for the first ever NASCAR Cup Series race to air exclusively on a streaming platform are in.
According to Nielsen, Amazon’s Prime Sports peaked at 2.92 million viewers near the midway point of the Coca-Cola 600 at Charlotte Motor Speedway. This was the 8:15-8:29 quarter hour. The Sports Business Journal reported that an average of 2.6 million viewers watched the race holistically.
This is roughly on par, on average, what FOX Sports got for NASCAR Cup Series races this season.
Prime Video’s audience had an average age of 55.8 years, which is six years younger than the average median age of viewers watching on broadcast and cable last season, which was 61.9 years old.
The post-race show ran from 11:12pm and 12:19am ET and averaged 1.04 million viewers and peaked at 1.26 million from 11:15pm and 11:29pm ET. Generally, Cup Series races on FOX and NBC Sports have shorter post-race shows since they have to cut to other programs, meaning there is no real comparison.
As the below FOX Sports executive points out, NASCAR lost four of five viewers over 55-years-old but on the other hand, a sport that needs to skew younger if it is to thrive a decade-plus from now got six years younger on average.
This has become predictable spin anytime an event moves to a streamer. It’s easy to look younger when you lose 5 older people for every 1 younger viewer you gain.
Coke 600 Year-Year
18-54: Gained 147k viewers
55+: Lost 730k https://t.co/gdAQx0i4LX— Michael Mulvihill (@mulvihill79) May 28, 2025
Some additional demo related statistics:
- Among viewers in the coveted P18-34 demographic, NASCAR on Prime averaged 229k, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
- Among viewers in the P18-49 demographic, NASCAR on Prime averaged 800k, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
- Among viewers in the P25-54 demographic, NASCAR on Prime averaged 1.00M, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
Read more: Prime aims to win over skeptics with pre-race, post-race
Meanwhile, every NASCAR Xfinity Series race now airs live on broadcast television via The CW Network and delivered its 13th straight event with at least one million viewers.
Specifically, the race drew 1,148,000 viewers at Charlotte Motor Speedway on Saturday, which is up 56 percent compared to the 13th race of the season last year, which was at Portland and aired on FS1.
This is also the first time in nine years that the first 13 races all drew over a million viewers, a byproduct of being on terrestrial television, no doubt.
Viewership peaked at 1,398,000 total viewers from 7:15-7:30pm/ET
