NASCAR Enters New Era with Streaming on Prime Video
NASCAR embarks on a significant transformation this weekend as it introduces streaming as the primary method for broadcasting Cup Series races. Beginning with the prestigious Coca-Cola 600 on Sunday, Amazon’s Prime Video will stream the next five races, extending through late June, including NASCAR’s inaugural event in Mexico City.
Brian Herbst, NASCAR’s Executive Vice President and Chief Media and Revenue Officer, emphasized the strategic shift in media rights. “We’ve been preparing for this for years,” Herbst stated. He noted the necessity of diversifying delivery methods amid changing audience consumption habits, particularly the growth of direct-to-consumer platforms like Amazon Prime.
Herbst highlighted the collaboration with Amazon, which has already proved beneficial in terms of marketing and promotional support leading up to the Coca-Cola 600. The partnership allows for additional original content on Prime Video, beginning with the premiere of the documentary "Earnhardt."
Under the new seven-year media rights agreement, Amazon joins existing broadcasters FOX Sports and NBC Sports, as well as the return of TNT Sports to handle the five races following Prime Video’s coverage. Herbst described the five-race lineup as a balanced initial entry into streaming.
“Even as we expand into digital, we remain crucial to the cable landscape,” Herbst remarked. He pointed out that a significant portion of NASCAR fans are already Amazon Prime subscribers, providing a ready audience for the transition. “It’s about educating our fan base to simply access the Prime Video app on race days.”
The anticipation surrounding the streaming element is mirrored by the success seen in NFL viewership through Prime Video, although Herbst was careful to clarify that direct comparisons are premature. Expectations for growth over the course of the partnership were set high, with Herbst optimistic about improving ratings.
Prior to this shift, FOX Sports aired the first twelve Cup Series races, garnering an average viewership of 3.36 million. Numbers remained stable year-over-year despite broader trends in declining cable subscriptions. Notably, there was a 7% increase in the critical 18-49 demographic.
As NASCAR transitions to this new era with Amazon Prime Video, the organization expresses optimism, buoyed by favorable metrics and a robust advertising landscape. As Herbst concluded, “The sport’s relevancy and our diverse partnerships lead us to believe we are on an upward trajectory.”
