Amazon’s partnership with NASCAR isn’t just holding steady. It’s building momentum.
New Nielsen data released by Prime Video shows the streaming giant averaged 2.29 million viewers across its five-race exclusive NASCAR Cup Series schedule this season, marking a 6% increase over last year’s package. Even more telling, every race attracted a larger audience than its comparable event in 2025.
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For a sport that continues to balance its loyal television audience with an increasingly digital future, the latest numbers offer another encouraging sign that NASCAR’s streaming strategy is working.
NASCAR’s Prime experiment keeps moving in the right direction
The five-race slate concluded with the Anduril 250 from Naval Base Coronado, where Prime averaged 2.28 million viewers, a 9% increase over last season’s comparable race.
Across the schedule, viewership climbed in nearly every meaningful category.
Average race audiences reached 2.29 million viewers, while peak audiences climbed 12% year over year to 2.64 million viewers. Just as important, every exclusive Prime broadcast outperformed the comparable race from a year ago, suggesting last season’s gains weren’t simply a one-year bump but part of a continuing trend.
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Prime also saw growth before and after the green flag.
“NASCAR Live From,” the network’s pre-race show, averaged 791,000 viewers across the five-race schedule, up 5% from last season. Sunday’s special edition from the flight deck of the USS Carl Vinson drew 691,000 viewers, a 25% increase over last year’s comparable pre-race broadcast.
Meanwhile, “NASCAR Live From Victory Lane” averaged 1 million viewers throughout the season, an 8% improvement over last year.
The company also pointed to innovations such as uninterrupted green-flag coverage and the AI-powered Burn Bar as part of its evolving race presentation.
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The audience NASCAR wants is showing up
The raw audience numbers are encouraging, but the demographic trends may be even more significant.
According to Prime, the median age of its NASCAR audience this season was 57.7 years, more than five years younger than viewers watching Cup Series races on traditional linear television, whose median age measured 63.1.
That made Prime’s audience the youngest among NASCAR’s broadcast partners for the second consecutive season.
At the same time, the platform continued growing among older viewers as well. Prime averaged 1.27 million viewers in the P55+ demographic, up 12% from last year’s coverage.
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The audience also carried greater buying power. Nielsen data showed Prime’s NASCAR viewers posted a median household income of $88,700, roughly 15% higher than audiences watching Cup Series races on linear television.
Taken together, those figures reinforce why NASCAR continues investing heavily in streaming partnerships. The sport isn’t simply maintaining its audience. It’s expanding into demographics that advertisers covet while continuing to grow overall viewership.
With every exclusive race this season outperforming last year’s audience, Prime’s second year as a NASCAR broadcast partner delivered exactly the kind of trajectory both the company and the sanctioning body were hoping to see.
