Overview

• The debut streaming-only Coca-Cola 600 averaged 2.72 million viewers on Nielsen Big Data, marking the first Coke 600 under 3 million in at least 25 years.
• Viewers skewed younger with a median age of 55.8—down from 61.9 on linear TV—and achieved record reach in the 18-34 and 18-49 demographics.
• Prime Video retained over a third of its audience for a 67-minute post-race show that drew 1.04 million viewers and included sit-down interviews with Ross Chastain and William Byron.
• Innovations such as side-by-side ads during green-flag runs and minimal full-screen commercial breaks earned praise from drivers and industry analysts.
• NASCAR will extend Amazon’s streamed races to bars and restaurants via DirecTV for Business to broaden access under its seven-year, $7.7 billion media deal.