For NASCAR fans, two races in a row have felt less like a celebration of speed and more like a test of loyalty. The 2025 Coca-Cola 600 and Nashville Cup race marked a new era for the sport—one driven by streaming, not cable. But while Amazon Prime Video delivered younger audiences and sleek production, many longtime fans saw something else entirely: betrayal.
With back-to-back races now behind a digital paywall, the sport faces a growing rift between progress and tradition—and it’s starting to show.
Amazon Brings the Numbers, but Not the Nostalgia
The Coca-Cola 600 made headlines not for its on-track action, but for what wasn’t there: broadcast TV. For the first time ever, NASCAR’s crown jewel of Memorial Day weekend aired exclusively on Amazon Prime Video. Despite skepticism, the move delivered big:
| Metric | Coca-Cola 600 (Prime) | Nashville (Prime) |
|---|---|---|
| Avg Viewers | 2.72 million | 2.06 million |
| Peak Viewers | 2.92 million | Not reported |
| Median Age | 55.8 | 56.8 |
| Adults 18-49 | 800,000 | Not released |
| Drop from 2024 Race | — | -16% vs Gateway on FS1 |
Coca-Cola 600 was a record-breaker for Prime, becoming its most-watched sporting event to date. Nashville followed up with 2.06 million viewers, leading all racing events for the weekend—but was still down 16% from the same post-Charlotte race last year on FS1.
The races looked slick: picture-in-picture breaks, real-time analytics, and “Shop the Race” integration gave a modern polish. Viewers using Prime’s features could track tire wear, see live pulse rates, and get recaps with a click. From a digital perspective, it was a step forward.
But fans at home weren’t all cheering.
“Slap in the Face”: Fan Reactions Tell a Different Story
While the data points upward, the emotions are going south.
“What Prime is doing is all fine and good, but it’s like a slap in the face to the long-term fans like myself. If NASCAR has no loyalty to us, then why should we have any loyalty to NASCAR?” – william shelley, A nascar fan
Another wrote:
“Once again, NASCAR sells out its fans. It’s not enough to rig races with yellow flags—they now want us to pay Prime to watch? Greed has no bounds.” – Bill Ragland, A nascar fan
Even more pointed was this take:
“I’m totally pissed. The fans who helped build this sport, you all just crapped on everyone. Lost two more longtime fans. Good luck—you’re gonna need it.” – Shirley B., A nascar fan
The anger wasn’t about production value. It was about principle. These weren’t casual fans—they were the lifers. Many talked about growing up with the sport, watching with parents, traveling to races, and sticking with NASCAR through thick and thin.
Now, with two straight races locked behind a streaming paywall, they feel like they’ve been shut out of the sport they helped build.
Growth vs. Loyalty: The Sport’s Emerging Duality
On one hand, Amazon Prime is doing exactly what NASCAR wanted: bringing in a younger, more digital-native audience with modern tech and new viewing experiences.
On the other hand, the move away from accessible TV is sending a different message to older, core fans—one that says, “We’re moving on without you.”
And it’s not just talk. Fans say they’re done. Some are already canceling subscriptions. Others say they’ve shifted their summer viewing to golf, baseball, or fishing. A few, bluntly, say they’re walking away entirely.
While the Coca-Cola 600 saw strong viewership, Nashville’s 16% drop shows this strategy may not be sustainable if backlash builds. Even strong production and younger demos can’t paper over alienation if traditional fans exit quietly—and permanently.
Where Does NASCAR Go From Here?
In a statement from Prime Video’s coordinating producer Alex Strand, the message was clear: “We want to avoid the frustration of being in a full commercial and having something on track happen and fans miss it.” That’s why they offer split-screen breaks, long-form post-race shows, and real-time data.
That’s great—if fans can (and want to) access it.
But NASCAR didn’t just experiment with a streaming partner. It tested fan loyalty by putting a legacy race like the Coca-Cola 600 completely out of reach for anyone without Amazon Prime. And then it doubled down a week later at Nashville.
No simulcast. No over-the-air option. No compromise.
In a sport built on accessibility and passion, that feels like a dangerous gamble.
News in Brief: NASCAR Fans React to Streaming Switch
NASCAR’s partnership with Amazon Prime Video has proven one thing: there is a future for racing in the digital world. But there’s also a cost. By pushing too fast, too hard, and without a bridge for its legacy fans, the sport risks splitting its base down the middle.
Growth is good. Innovation is necessary. But loyalty is earned—and once it’s lost, it doesn’t come back easy.
If NASCAR wants to bring the future into the garage, it better make sure the past still has a seat in the stands.
ALSO READ: Record-Breaking NASCAR Race on Amazon Draws Mixed Fan Reactions
You can’t buy young fans. They are created by spending time with family & friends that introduce them to the sport. Nascar has pulled a “Bud Light” / “Target” move. How did those work out? Guess they’ll tell all the tracks to install Tampon machines in all the men’s bathrooms. I’m done!! Too old to deal with this crap. Sorry TNT & NBC/USA. Nascar just screwed you too.
After 30+ years of being Nascar fans, we are DONE. Let Nascar have the new technologies and we hope they choke on them. Talk about being totally shut out by a sport that we once loved – WOW. Do they not know that we are the people who go to the races and teach our children to love the sport like we once did. And spend lots of money on it also. No longer. Our friends and family have already chosen other things to watch instead of the sport who evidently cares only for money and nothing for their loyal fans. Shame on you, Nascar.