Prime Video Finishes Groundbreaking First Season of Exclusive NASCAR Coverage

Full-season average of 2.16 million viewers across five events, and double-digit, year-over-year gains among all key adult demos under the age of 55: P18-34, P18-49 and P25-54

NASCAR on Prime's median age of 56.1 marks the lowest by any NASCAR broadcaster in more than a decade, and nearly seven years younger than 2025 average on broadcast and cable

Comprehensive post race shows averaged 60 minutes in length and retained 43% of race audience

Introduction of AI-powered broadcast enhancements in collaboration with AWS, including "Burn Bar" and "AI Radio Scanner," bringing fans closer to the action than ever before

Full-season of uninterrupted green-flag action on the track, and an average of 47 laps of commercial-free racing to conclude each race

Successful launches of NASCAR-themed Prime Originals "Earnhardt" and "American Thunder: NASCAR to Le Mans," as well as Amazon Music Original and NASCAR on Prime anthem "Up Around the Bend"

NEW YORK - June 25, 2025 - Prime Video finished its inaugural season of exclusive NASCAR Cup Series (NCS) coverage on Sunday, culminating a campaign that drew contributions across Amazon's many touchpoints, and introducing the service to millions of passionate fans. According to Nielsen, NASCAR on Prime posted a season average of 2.16 million viewers (AMA P2+) across five events, and attracted droves of younger viewers to its live coverage. Among all key adult demographics under the age of 55 (P18-34, P18-49, P25-54), Prime Video finished the season with double-digit, year-over-year gains, and delivered the youngest audience median age (56.1) among all NASCAR broadcasters in more than a decade.

Prime Video's unwavering commitment to prioritize fans was evident, with start-to-finish uninterrupted green-flag action throughout the entire season, and an average of 47 laps of commercial-free racing to conclude each race. Proprietary AI-powered broadcast enhancements, such as the "Burn Bar" fuel efficiency feature, developed in collaboration with AWS, elevated the viewing experience. After the checkered flag, Prime Video presented comprehensive on-site post race shows that averaged 60 minutes, featured current drivers and NASCAR Hall-of-Famers Dale Earnhardt Jr. and Carl Edwards, and retained an astonishing 43% of the race audience, which is believed to be the highest for any post-event program in sports.

"This first season of NASCAR on Prime has been an incredible ride, and we're so proud of and humbled by the positive response from fans, drivers, and the industry after just five races," said Jay Marine, Global Head of Sports, Prime Video. "We always think about how we can make the viewing experience better for fans, whether that's with AI-driven innovations like the Burn Bar, a pre and post race production that the sport deserves, or never leaving green-flag racing; and we're committed to raising the bar even higher for NASCAR fans next season."

The 2025 NASCAR on Prime season also helped launch multiple successful releases, including Prime Original docu series "Earnhardt," which quickly ascended to No. 1 on the Prime Video Top 10 chart, and "American Thunder: NASCAR to Le Mans." In addition, the NASCAR on Prime anthem, "Up Around the Bend," from legendary artists Eric Church and John Fogerty was introduced as an Amazon Music Original prior to NASCAR on Prime's presentation of the Coca-Cola 600.

Below, find viewership highlights from Prime Video's inaugural season of NASCAR Cup Series coverage. Please note that all figures listed are from Nielsen's Big Data + Panel measurement. Also included below are several unsolicited driver testimonials pulled from media coverage, as well as a collection of NASCAR on Prime stories from national publications.

According to Nielsen, the inaugural NASCAR on Prime season averaged 2.16 million viewers across five races (AMA P2+).

Delivered an average peak audience of 2.36M throughout the season.

NASCAR on Prime's 2025 season average of 2.16M tops season-to-date averages for both F1 (1.45M) and IndyCar (2.05M).

NASCAR on Prime Attracts a Younger Audience

Prime Video posted a median age of 56.1 for the five races, which was nearly seven years younger than audiences watching Cup Series races on linear networks in 2025 (62.8).

All five NASCAR on Prime races rank as the five youngest NASCAR Cup Series audiences of the season.

Among viewers in the coveted P18-34 demographic, NASCAR on Prime averaged 233K viewers in 2025, registering an increase of +36% vs. the comparable stretch of NCS events from 2024 (Coca-Cola 600, Illinois, Sonoma, Iowa and New Hampshire).

Among viewers in the P18-49 demographic, NASCAR on Prime averaged 601K viewers, registering an increase of +19% vs. the comparable stretch of NCS events from 2024.

Among viewers in the P25-54 demographic, NASCAR on Prime averaged 807K viewers, registering an increase of +28% vs. the comparable stretch of NCS events from 2024.

Among teens in the P12-17 demographic, NASCAR on Prime averaged 56K viewers, registering an increase of +93% vs. the comparable stretch of NCS events from 2024.

Pre- and Post-Race Coverage Resonated with Fans

Despite no lead-in programming, NASCAR Live from, NASCAR on Prime's pre-race show, attracted an average audience of 753K viewers (AMA P2+) across five events.

NASCAR Live from Victory Lane, NASCAR on Prime's extensive post-race show that averaged 60 minutes in length throughout the season, averaged 931K viewers (AMA P2+), retaining a remarkable 43% of the race audience.

Prime Video Viewers Command Higher Household Incomes

According to Nielsen, NASCAR on Prime viewers earned a median household income of $86,800 throughout 2025, which is +12% higher than audiences watching the Cup Series races on linear networks throughout 2024 ($77,300).

DRIVER TESTIMONIALS

"I think they [Amazon Prime] do a good job of telling the stories and getting you excited about strategy and showing how one driver may catch another and be on the lookout for it. They are doing a great job so far... Their production was fantastic and their pre and post-race show kept me engaged." -Denny Hamlin, NASCAR Cup Series Driver

"Everyone who has come up to me, friends or fans or whoever has watched the races over the last few weeks has nothing but incredible things to say." -Chase Elliott, NASCAR Cup Series Driver

"You guys have blown the cover off the ball. I had a lot of fans say, 'What's the deal with Amazon?' and I said, 'Just wait, you're not going to be disappointed, this is going to be awesome.' And you guys have not disappointed!" -Brad Keselowski, NASCAR Cup Series Driver

"Amazon just burst on the scene and is doing great things!" -Ryan Blaney, NASCAR Cup Series Driver

"I thought they knocked it out of the park. They've got some experienced analysts on the broadcast and newer people on the broadcast that are just bringing a unique and fresh perspective to their roles." -Ross Chastain, NASCAR Cup Series Driver

"Prime is on a roll right now with what they've done with NASCAR, the Earnhardt doc and now this (American Thunder). Let's see what's next!" -Jeff Gordon, NASCAR Hall of Famer

MEDIA HIGHLIGHTS

The New York Times: "Prime Wanted a Fresh Twist for its First NASCAR Broadcasts. Enter the 'Burn Bar'"

Forbes: "Amazon Prime Ends its NASCAR Experiment with Plenty to Brag About"

Associated Press: "How Prime Video's 'Burn Bar' is Changing the Way We Watch NASCAR"

Sports Business Journal: "Prime's NASCAR Race Audience Leads Busy Racing Weekend"

The Teardown Podcast's Jordan Bianchi: "I don't think there's a negative thing to be said about Amazon and their coverage, honestly. Talked to a lot of people and it just seems like across the industry, whether it's drivers or your exact team people or, you know, whomever, like everybody's just glowing, you know, offering rave reviews about the job that Amazon Prime did through their five races."

Rubbin' is Racing Podcast's Sean Quigley: "They just make every race feel important. Like an event... Feels like Amazon read the comments section"

About Prime Sports

Prime Video supports a growing lineup of live sports globally, including Thursday Night Football, NBA, NASCAR, the New York Yankees, Seattle Kraken, and Overtime Elite in the United States; Premier Boxing Champions in the United States, United Kingdom and Canada; the NWSL, the WNBA, and ONE Championship in the United States and Canada; NHL Prime Monday Night Hockey and PWHL in Canada; UEFA Champions League football in Germany, Italy, the United Kingdom, and Ireland; Roland-Garros in France; Wimbledon in Germany and Austria; Premier League in Sweden and Denmark; New Zealand Cricket in India; ICC Cricket in Australia; Copa do Brasil football, Serie A football and the NBA in Brazil; boxing and the 2023 World Baseball Classic in Japan; and Chivas in Mexico. While availability varies by marketplace, fans can also subscribe to streaming services such as FanDuel Sports Network, Eurosport, FOX Sports (Mexico), Viaplay Sport, MLB.TV, NBA League Pass, NBA TV, DAZN (Germany and Spain), and Premiere FC (Brazil) through Prime Video add-on subscriptions. This is in addition to a selection of Amazon Original documentaries including Kelce, Bye Bye Barry, Coach Prime, Giannis, and the Amazon Original All or Nothing franchise, including All or Nothing: Arsenal, All or Nothing: Juventus, All or Nothing: Toronto Maple Leafs, and All or Nothing seasons with various NFL teams, as well as the NCAA's Michigan Wolverines football team.