A New Era for NASCAR Streaming
The second season of NASCAR on Amazon Prime Video proved to be a ratings success, averaging 2.29 million viewers per race — a 6 percent rise over the previous year. The growth was not uniform across the schedule; the Charlotte race drew 3.06 million viewers, up 12 percent, while the Pocono event slipped to 1.66 million, a decline of 11 percent.
Driver performance added narrative intrigue. Denny Hamlin captured three of the five races broadcast on the platform, reinforcing his status as a fan favorite. In contrast, Tyler Reddick, the star driver for Michael Jordan's 23XI Racing team, remained winless during Amazon's coverage, despite earlier successes that had positioned him as a championship contender.
Audience demographics also shifted. The median age of viewers for Prime Video's NASCAR streams settled at 57.7 years, noticeably younger than the 63.1 year median for traditional linear networks. Complementary content performed strongly as well: pre‑race shows averaged 791,000 viewers, up 5 percent, while post‑race programs attracted roughly 1 million viewers, an 8 percent increase.
The momentum extends beyond viewership numbers. Amazon's partnership with NASCAR is part of a seven‑year, $7.7 billion media‑rights agreement that began in the 2025 season. This deal not only eclipses the average audience of TNT Sports, which stood at 2.1 million per race, but also signals a broader strategy to integrate NASCAR into the streaming ecosystem.