Overview

• Sunday’s Coca-Cola 600 averaged 2.6 million viewers on Prime Video, peaking at 2.92 million during the race.
• The median viewer age was 55.8 years, down from a 61.9 average on traditional linear broadcasts.
• Prime Video delivered 800,000 viewers in the 18-49 demographic, the strongest cable or streaming NASCAR audience since 2022.
• Amazon retained more than one third of its live audience for a 67-minute postrace show that averaged 1.04 million viewers.
• NASCAR and Amazon intend to use this debut as a benchmark for building viewership over the remainder of their seven-year deal.