Motorsports

Nascar marks Prime Video debut with impressive audience of 2.7m for Coca-Cola 600

Nascar made its Cup Series debut on Prime Video with an average of 2.72 million viewers for last weekend’s Coca-Cola 600 in Charlotte. Confirmed: Viewership falls 12.2 per cent year-over-year (YoY), but last year’s audience of 3.1 million was on the main Fox channel Audience grows 10.8 per cent compared to the average viewership on […]

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Nascar made its Cup Series debut on Prime Video with an average of 2.72 million viewers for last weekend’s Coca-Cola 600 in Charlotte.

Confirmed:

  • Viewership falls 12.2 per cent year-over-year (YoY), but last year’s audience of 3.1 million was on the main Fox channel
  • Audience grows 10.8 per cent compared to the average viewership on cable so far this season
  • Median age of audience watching the race was 55.8 years old, six years younger than the average this year

Context:

On the surface, this result continues the declining viewership for the Coca-Cola 600. The race dropped below four million viewers for the first time in 2020 and now it has breached the three million mark for the first time ever. But this was Nascar’s debut on Prime Video, the first time a Cup Series race had been shown exclusively on a streaming platform.

In this context, hitting 2.72 million viewers is quietly impressive. Nascar commissioner Steve Phelps expected viewership on Prime Video to be “at least as good as what we’d see on cable”, so its first result has exceeded expectations. Cable has averaged in the region of 2.1 million and 2.3 million over the past five years.

It remains to be seen whether viewership will remain this strong across the five-race run on Prime Video but this is certainly a good start for Nascar. The series has also succeeded in its goal to reach younger viewers, something that Prime Video’s global head of sports Jay Marine emphasised in the build-up to the first race.

Coming next:

Nascar’s next race on Prime Video is at Nashville Superspeedway on 1st June, a rare race in the Nascar calendar that has seen its viewership increase each year since rejoining the schedule in 2021.

The series will also be boosted by a new partnership with DirecTV which sees all Prime Video races being made available on DirecTV For Business. Commercial premises across the US will now have access to the four remaining races on Amazon’s slate.

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