NASCAR just saw its smallest television audience of the season, and it happened during a major race at Michigan International Speedway. The event streamed on Amazon Prime Video, part of a new broadcast deal. Numbers dropped compared to last year, but there’s more to the story than just a decline. A few other signs point in a different direction—one that could change how future races are watched. The full impact of this broadcast shift is only beginning to show.
Streaming Stumbles at Michigan, But the Context Tells a Deeper Story
NASCAR’s foray into streaming hit a speed bump at Michigan International Speedway, as the Cup Series race on Amazon Prime Video delivered the lowest viewership of the 2025 season so far. Drawing an average of 1.77 million viewers, the race marked a 16.2 percent drop from last year’s Michigan broadcast, which aired on USA Network and averaged 2.11 million.
But numbers alone rarely tell the full story. The 2024 Michigan event occurred much later in the season and was postponed to a Monday night—typically a challenging slot for motorsports audiences. Comparisons across different platforms and timeframes make the 2025 Michigan race more of a caution flag than a red one.
Zooming out, Prime Video’s first three races in its new NASCAR partnership have averaged 2.18 million viewers, including stronger outings in Charlotte (2.72 million) and Nashville (2.06 million). NASCAR’s own internal data pegs the average slightly higher at 2.27 million, suggesting a relatively consistent but lower-performing start to its streaming chapter.
Younger Viewers Keep the Lights On
While total viewership may be down, there’s one area where NASCAR’s digital experiment is clearly working: younger audiences. Across its first three Prime Video races, NASCAR has posted strong year-over-year (YoY) gains in key demographics: up 32 percent among 18-to-34-year-olds, 11 percent among 18-to-49s, and 21 percent in the 25-to-54 bracket.
In an era where traditional TV struggles to capture the attention of younger fans, this shift is arguably more important than total household numbers. NASCAR Commissioner Steve Phelps made this a focal point earlier in the year, stating he expected Amazon’s numbers to be “at least as good as what we’d see on cable,” and stressed the importance of growing NASCAR’s presence among younger generations.
The Michigan numbers may have triggered alarm bells in some corners of the fan base and media, but from a strategic standpoint, the growth in younger demographics suggests that NASCAR’s long-term bet could be paying off. A smaller, younger, more engaged audience today could mean a much larger one in the years ahead.
What NASCAR Can Learn from the NFL’s Streaming Transition
NASCAR’s growing pains on Prime Video bear a striking resemblance to the NFL’s own digital growing pains. When Amazon took over Thursday Night Football (TNF) rights in 2022, its broadcasts drew an average of 9.58 million viewers—down sharply from the 16.2 million Fox averaged the year before.
And yet, the NFL doubled down. Why? Because Amazon’s TNF had the youngest median age of any NFL broadcast since 2013. Viewership among 18-to-34-year-olds also increased by 11 percent, validating the league’s long-term strategy.
Fast forward to 2024, and Amazon averaged 13.2 million viewers for its NFL coverage—an 11 percent gain year-over-year. If that trajectory holds, it offers a useful blueprint for NASCAR. Both leagues saw significant initial drop-offs in overall viewership when moving to streaming. But in both cases, there was a clear demographic upside that suggested patience would be rewarded.
Jay Marine, Amazon Prime Video’s global head of sports, said the platform was “playing the long game” with its sports rights. With six years remaining on NASCAR’s $7.7 billion media rights deal, there’s time to adapt, adjust, and grow.
News in Brief: NASCAR Michigan Viewership
The Michigan race marked a low point in NASCAR’s 2025 viewership season—but it shouldn’t be seen as a failure. Yes, the 1.77 million viewers represent a drop from last year, and yes, it’s the smallest audience so far this season. But that dip comes with context: new platforms, altered scheduling, and a long-term strategy that prioritizes younger fans over short-term numbers.
NASCAR is now halfway through its initial summer stretch on Prime Video, and the early signs show a mixed bag. Total viewership has dropped, but demographic performance is encouraging. As with the NFL’s early years on streaming, the key will be whether NASCAR can sustain and build upon this younger viewership in the seasons to come.
In short, the Michigan numbers raise questions—but they don’t yet suggest a crisis. For NASCAR and Prime Video, this is only the beginning of a much longer race.
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