IMSA Reports Record Attendance and Viewership for Rolex 24 At Daytona
The 64th Rolex 24 At Daytona has set new benchmarks in attendance and viewership, according to the International Motor Sports Association (IMSA). Over 180,000 fans attended the four-day event, including practice, qualifying, and support races, marking the highest attendance in the event’s history at Daytona International Speedway.
IMSA’s international YouTube broadcast also saw a surge in popularity, achieving 3.8 million live views across more than 210 countries—a 30% increase from 2025, the inaugural year for the broadcast. Notably, 63% of viewers fell within the 18-34 age demographic.
Domestically, NBC’s two broadcast windows garnered over 1.1 million viewers, more than double the 491,000 from last year’s three windows. The race’s streaming coverage on Peacock attracted an additional 784,000 unique viewers, reflecting a 102% year-over-year increase.
IMSA President John Doonan remarked, “I’m humbled and blown away by the incredible efforts of our staff, teams, manufacturers, and fans… it was a record-setting WeatherTech Championship race.”
Furthermore, IMSA’s YouTube channel surpassed 1.5 million subscribers this year, while the official Instagram account reached over one million followers, contributing to a total of 3.7 million followers across all social media platforms. IMSA CEO Ed Bennett emphasized the organization’s strategic focus on brand growth and enhanced fan engagement, stating, “To see every one of those areas trending upward is incredibly rewarding.”
Live coverage preceding the race also performed robustly, with the “Roar Before The 24” attracting over 250,000 unique views on YouTube, despite some technical issues affecting the Sunday stream.
This year’s Rolex 24 demonstrates the ongoing growth trajectory of IMSA and the increasing global interest in sports car racing.
