Overview

• Amazon Prime Video’s exclusive broadcast of the Coca-Cola 600 averaged a 1.2 Nielsen rating and 2.72 million viewers in its first streaming-only NASCAR Cup Series outing.
• The median viewer age fell to 55.8 years, six years younger than linear TV’s average, while Prime gained roughly 150 000 viewers aged 18–54 but lost around 750 000 fans aged 55 and over.
• The production earned praise for fewer full-screen commercial breaks, extensive use of side-by-side ads, innovative camera angles and a 67-minute post-race show averaging 1.04 million viewers.
• NASCAR has partnered with DirecTV for Business to bring Prime Video’s NASCAR races to over 300 000 bars and restaurants, starting with the Cracker Barrel 400 at Nashville Superspeedway on June 2.
• Drivers such as Denny Hamlin called the coverage “elite,” and FOX Sports veteran Larry McReynolds acknowledged the broadcast’s innovation while noting that streaming and network models are not directly comparable.