Prime Video Exceeds Expectations in NASCAR Cup Series Coverage
In an impressive inaugural venture, Prime Video’s coverage of the NASCAR Cup Series surpassed initial projections, with Brian Herbst, NASCAR’s Executive Vice President and Chief Media and Revenue Officer, noting, “What actually came in for 2025 was better than what we had projected internally.” The streaming platform showcased five consecutive Cup Series races beginning with the Coca-Cola 600, which averaged 2.7 million viewers, marking it as the highest-rated broadcast of the series.
Overall, Prime Video achieved an average of 2.1 million viewers per minute across the five races, closely matching the 2024 Cup Series cable average of 2.18 million viewers. Although these figures reflect a slight decline from 2024, NASCAR experienced a significant demographic shift toward a younger audience, with a median age of 56.8 compared to 62.4 the previous year.
Herbst emphasized the importance of establishing a solid baseline for future growth, stating, “We wanted to get a baseline, which we now have. As more NASCAR fans subscribe to Prime Video, those numbers will continue to grow.” The new seven-year media rights deal, initiated this season, includes Prime Video and TNT Sports alongside traditional partners Fox Sports and NBC Sports.
Prime Video’s approach garnered praise for its innovative presentation, featuring an extended post-race show that included in-depth analysis and multiple driver interviews. The broadcast team, led by Adam Alexander, Steve Letarte, and Dale Earnhardt Jr., successfully connected with both veteran fans and new viewers.
Herbst commended Prime Video’s promotional strategy, which effectively leveraged Amazon’s platform to reach both core fans and casual viewers. The four-part Dale Earnhardt documentary debuted prior to the Coca-Cola 600, tapping into the sport’s rich history.
As the Cup Series transitions to TNT Sports for the next five weeks, Herbst anticipates further developments, including enhanced viewer engagement through initiatives such as driver camera placements. “The ramp-up of their efforts will start to peak during their portion of the season,” he said, indicating a focus on continuity for fans.
TNT Sports’ return to NASCAR after several years promises a familiar broadcast experience, ensuring that audience expectations are met as the season progresses.
