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,” says 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

LUBBOCK, Texas (June 26, 2025) – Lubbock Christian University Athletics has announced a new strategic partnership with FanWord, one of the nation’s leading storytelling and technology companies in college athletics. The collaboration, which centers on FanWord’s content creation platform FanWord Assist, aims to strengthen the Chaparrals’ storytelling capabilities and amplify the voices of LCU student-athletes, coaches, and alumni.
 
With a proud championship tradition and a commitment to academic and athletic excellence, LCU Athletics continues to seek forward-thinking tools to enhance its digital presence. The integration of FanWord Assist into the department’s communication efforts will enable LCU to streamline content production and deliver more consistent, impactful written stories.
 
“There are countless impactful stories to share at LCU,” said Chris Due, LCU’s Associate Athletic Director for Communications. “We’re excited to partner with FanWord to help us highlight the journeys of our student-athletes and coaches in a creative and forward-thinking way.”
 
FanWord Assist, already trusted by more than 100 institutions across the country, helps athletic departments produce a wide variety of content including game recaps, athlete bios, feature stories, and news releases. The addition of the platform will increase LCU’s capacity for timely storytelling while enhancing brand engagement and audience connection.
 
“Partnering with Lubbock Christian University is a major highlight for us,” said Chris Aumueller, CEO of FanWord. “They have an incredible athletic tradition and a clear passion for telling meaningful stories. Our goal is to help them bring those stories to life more easily and effectively, and we couldn’t be more excited to support their journey.”
 
The partnership underscores LCU’s commitment to innovation in college athletics and aligns with the department’s broader mission to promote and celebrate the achievements of its community—both on and off the field.
 
To learn more about FanWord and its storytelling tools, visit FanWord.com.
 

Story Continues

The Nike Vomero sneakers have been shown off by the brand as an antigravity footwear style that will accommodate optimal comfort and support. The sneakers come in the Plus and Premium models, which each have a stack height of 45mm and 55mm, respectively. The Plus model boasts a full-length ZoomX foam, while the Premium has ZoomX foam with a series of exposed Air Zoom units in the heel and forefoot.

The Nike Vomero sneakers are reported to offer 85% or more energy return with every step and will see the Plus model hitting the market August 7, 2025 ahead of the October release of the Premium. The sneakers are priced ranging from $170 to $220.

Image Credit: Nike

Getting in shape can be expensive. New shoes, workout clothes and other equipment adds up quickly, but it doesn’t have to break the bank!

Fitness expert and celebrity personal trainer Chris Powell has the tips you need to stock up on new shoes, workout clothes, fitness trackers and more to help you start your wellness journey without breaking the bank.

Keep reading to shop his top picks!

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Designer-style leggings

“These leggings look like they came from a high-end boutique, but they cost just $20 at Walmart,” Powell told “Good Morning America.” “They’re buttery soft, stretchy, squat-proof and built for comfort, whether you’re working out or running errands. The fabric moves with your body and never rides down or bunches up. Plus, the side pockets are perfect for holding your phone, keys or a protein bar.”

Nike trainers

“Footwear matters, and these Nike trainers deliver top-tier comfort for a fraction of the price,” said Powell. “Pro tip: DSW clearance sections are loaded with hidden name-brand gems like these. I snagged these on clearance at DSW for just under $60 — they’re light, breathable, and versatile for walking, cardio or strength work. The arch support and cushioning make them great for everyday wear, not just the gym. Summer clearance sales are where it’s at!”

Fitness tracker

“You don’t have to drop $500 on a smartwatch to get the benefits of fitness tracking,” Powell explained. “This model from Walmart connects directly to your smartphone, is just $20, and tracks steps, calories burned, heart rate, sleep and more! It’s perfect for anyone starting their wellness journey or wanting to stay accountable on a budget. You get core tracking features at a price that’s actually sustainable long-term.”

Resistance bands

“These resistance bands are my go-to for workouts at home, in hotel rooms or even outside,” said Powell. “They’re compact, easy to use, and provide serious resistance for full-body strength training. You can target every muscle group and scale the intensity to match your fitness level. If you’re looking for an all-in-one tool that travels well, this is it.”

GAIAM Yoga Mat

“A great mat changes the way you move, stretch and recover,” Powell said. “This one from T.J. Maxx is cushioned, nonslip, and portable — and it costs less than $20. Whether you’re doing yoga, core work or a quick stretch session, it gives you a comfortable and consistent surface to work on. It also rolls up easily, making it simple to store or take with you on the go.”

The G-SHOCK G-LIDE GBX-100S timepiece is the brand’s latest model that’s engineered with fitness tracking, surfing and more in mind to work well for adventurous athletes alike. The watch is constructed with a bio-based resin material case and a mineral crystal lens, while the MIP LCD display offers impressive readability. The watch connects to the Casio Watches app, which will enable users to program the surf conditions automatically after choosing from the more than 3,300 locations offered.

The G-SHOCK G-LIDE GBX-100S timepiece comes in black and royal blue color options, and also offers compatibility with Strava to help athletes track their performance on the platform. The watch is rated to provide around two-years of use per battery and is priced at $170.

Image Credit: G-SHOCK