NASCAR’s streaming experiment showed positive momentum in the second season of Amazon Prime Video exclusively broadcasting a five-race package.
Cup Series races on Prime Video the past five weekends averaged 2.29 million viewers per broadcast. That’s up 6% compared to Amazon’s debut campaign with NASCAR in 2025, which delivered 2.16 million viewers per race.
All figures include Nielsen’s Big Data + Panel methodology.
- Charlotte: 3.06 million viewers (+12%)
- Nashville: 2.01 million viewers (-3%)
- Michigan: 2.07 million viewers (+17%)
- Pocono: 1.66 million viewers (-11%)
- Coronado: 2.28 million viewers (+9%)
The Nashville and Pocono race start times were impacted by weather. The Coronado race ran on the same weekend as last year’s Mexico City race.
Denny Hamlin won three of those races. Tyler Reddick—the star driver of Michael Jordan’s 23XI Racing team—did not find victory lane during Amazon’s portion of the season, after winning an astonishing five times earlier this year, including the Daytona 500.
The median age of viewers for Prime Video’s NASCAR streams was 57.7. The age of viewers watching on linear networks (Fox and FS1) this season is 63.1.
Meanwhile, Amazon’s pre- and post-race shows averaged 791,000 viewers and 1 million viewers per show, respectively, up 5% and 8% over last year.
Streaming Vs. Cable
Amazon became a NASCAR media-rights holder last season as part of the seven-year, $7.7 billion deals that began in the 2025 season. TNT Sports also acquired an annual five-race package to complement incumbent partners Fox Sports and NBC Sports.
Last year’s ratings on Prime Video were down 17% compared to the same period of races in 2024, which were all on cable. But Amazon narrowly beat out TNT Sports, which had a per-race average of 2.1 million viewers.
This season’s 2.29 million average audience for Prime Video is nearly identical to the 2.3 million viewers FS1 averaged for its eight races this spring.
