As NASCAR barrels toward the midway point of its 2025 season, the sport’s media landscape is showing signs of both consistency and transformation. With 12 races in the books, the NASCAR Cup Series on FOX and FS1 has averaged 3.36 million viewers per race — a steady number compared to 2024. While overall viewership remained flat year-over-year, there was a notable 7% increase among adults aged 18-49, a key advertising demographic.
With FS1 wrapping up its part of the season after this weekend’s All-Star events at North Wilkesboro Speedway, the Cup Series prepares to shift to a new broadcast partner in Prime Video starting with the Coca-Cola 600 on May 25. As NASCAR enters a new digital phase, the foundation of loyal viewership seems strong — even as competitors in other sports experience fluctuating ratings.
NASCAR Ratings Stay Strong Amidst Broader Sports Media Slump
While NASCAR’s TV ratings haven’t skyrocketed, they have shown a level of stability not mirrored in other major sports properties. ESPN’s coverage of the NBA Draft Lottery — once a marquee event — drew just under 1.9 million viewers this past Monday, the lowest since 2006. That marked a noticeable decline from last year’s 2 million-plus viewership when the event aired on ABC in a Sunday afternoon slot. Despite moving the lottery back to its traditional weeknight window, it failed to deliver the numbers the NBA hoped for.
In contrast, NASCAR’s 2.319 million viewers for last weekend’s AdventHealth 400 at Kansas Speedway marked a small but encouraging increase from the 2.296 million who tuned in for the same event in 2024. Given the competition for viewers and the increasingly fragmented TV landscape, even modest gains are a positive sign. NASCAR’s ability to maintain viewership in an era where cord-cutting is prevalent and casual sports fans are overwhelmed with options shouldn’t be underestimated.
Kyle Larson’s Kansas Win Cements Superstar Appeal
One of the key drivers of NASCAR’s 2025 ratings momentum is none other than Kyle Larson. The Hendrick Motorsports star delivered again at Kansas Speedway, winning the pole and both early stages before closing out his third Cup Series victory of the year. Larson’s thrilling performance only adds to his growing reputation as the face of the modern NASCAR era — a driver who bridges dirt track loyalty with Cup Series dominance.
Larson also brings crossover appeal thanks to his entry into the Indianapolis 500 later this month. NASCAR fans and open-wheel enthusiasts alike will have reason to tune in to see how he balances the double-duty of “The Double” — running both the Indy 500 and Coca-Cola 600 on the same day. With Larson in top form and the sport gaining momentum, the stage is set for a high-profile Memorial Day weekend that could give the Cup Series a boost as it transitions to Prime Video.
.@FS1 got 2.319 million viewers for Sunday's NASCAR Cup Series AdventHealth 400 @KansasSpeedway, up slightly from 2.296 last year though that event was delayed. pic.twitter.com/KkOhVUnKkX
— Adam Stern (@A_S12) May 13, 2025
FS1 Delivers, Prime Video Takes the Baton
The 2025 season marks the final year of NASCAR’s current broadcast package with FOX and NBC before the sport enters its new media rights deal. This weekend’s events at North Wilkesboro — including the All-Star Race — will serve as the final FOX-produced Cup event before the baton passes to Amazon’s Prime Video.
FS1 has managed to hold its own as the primary cable network home for NASCAR’s early-season races. While NASCAR didn’t air as many races on the main FOX network this year compared to the previous rights cycle (12 instead of 16), the consistent 3.36 million viewer average proves that the sport still draws a loyal base. The added growth among the 18-49 demographic also suggests that NASCAR may be connecting with younger fans more than many critics expected.
Meanwhile, Prime Video’s entry into the NASCAR scene represents a massive shift. While the streaming platform has successfully handled NFL Thursday Night Football, motorsports present a unique challenge. Still, if any time is right for experimentation, it’s now — and all eyes will be on how well Prime can maintain, or even grow, NASCAR’s national audience.
A Crossroads for NASCAR and Sports Broadcasting
Beyond NASCAR, the broader sports TV world is seeing rapid changes. CBS’s coverage of the UEFA Champions League semifinals posted record-setting numbers for English-language broadcasts in the U.S., with Inter Milan vs. FC Barcelona drawing 1.28 million viewers — the highest ever for a non-final UCL match on American TV. Paramount+ also reported that it’s on pace for its best Champions League season yet.
Meanwhile, baseball saw its best numbers of the season as FOX’s Saturday night regional MLB coverage drew 2.02 million viewers. And the UFL — a spring football league still struggling for footing — has seen its average viewership drop 25% year-over-year.
In this landscape, NASCAR’s steady viewership — and small increases in certain areas — should be seen as a win. At a time when many traditional sports properties are either stagnant or declining, NASCAR is proving it can still attract a solid national audience without relying on gimmicks or controversial headlines.
News in Brief: NASCAR Streaming Audience
As NASCAR heads into its Memorial Day showcase, the sport finds itself in an interesting place. It’s not exploding with massive growth, but it’s not declining either — a rare status in today’s crowded media market. With Kyle Larson surging on the track, new broadcasting partners like Prime Video stepping in, and a consistent fan base showing up week after week, NASCAR appears poised for long-term relevance.
While others chase ratings spikes or viral moments, NASCAR seems to be playing the long game — and right now, it’s working.
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