Overview

• The Coca-Cola 600 averaged a 1.2 Nielsen Big Data rating and drew 2.6 million viewers under traditional panel metrics, down 15% from last year and marking the lowest 600-mile race audience since at least 2001.
• Viewers skewed younger, with a median age of 55.8 compared to 61.9 on linear TV, and 800,000 tuning in from the 18-49 demographic—the highest count for a non-broadcast NASCAR race in the Big Data era.
• Prime Video retained over one million viewers for its 67-minute post-race show, extending engagement well beyond midnight with in-depth interviews and analysis.
• Production enhancements—constant side-by-side live feeds, minimal commercial interruptions, dynamic pre-race segments and expert commentary—earned widespread praise from fans and critics.
• NASCAR considers the streaming experiment a long-term strategy to engage younger fans, accepting initial viewership losses as a baseline for growth under its seven-year Amazon deal.