The NASCAR Cup Series is heading into uncharted territory this Sunday, June 15, with its first points-paying race outside the United States in over six decades—the Viva México 250 at Autódromo Hermanos Rodríguez. But instead of all eyes being on the sport’s global leap, much of the attention is stuck on screens—or rather, the lack of them.
This fourth straight Amazon Prime Video-exclusive broadcast comes amid growing frustration among longtime fans, and fresh off NASCAR’s lowest-rated race of the 2025 season at Michigan International Speedway. With rising digital ambitions colliding with sagging ratings and vocal fan backlash, the tension between growth and tradition is nearing a boiling point.
Prime Viewership Dips at Michigan: A Warning Sign?
NASCAR averaged just 1.77 million viewers for its Michigan Cup Series race on Amazon Prime Video, marking its lowest audience of the 2025 season. That number reflects a 16.2% drop from last year’s Michigan race on USA Network, which had drawn 2.11 million viewers.
Granted, last year’s race aired in August and was postponed to a Monday, skewing the comparison. Still, when viewed against other seasonal benchmarks—like the 2024 Sonoma race on Fox (aired around the same date)—the numbers become more alarming. NASCAR’s Michigan race this year was down 38.9% compared to that Sonoma event.
It’s a trend that’s difficult to ignore. While Amazon’s debut with the Coca-Cola 600 brought in a healthy 2.72 million viewers, each subsequent race has trended downward—2.06 million at Nashville, and now 1.77 million at Michigan. Across its first three Prime events, NASCAR is averaging 2.18 million viewers, compared to 2.82 million across the same period last season on cable—a 22.5% drop.
The Tradeoff: Younger Viewers vs. Loyal Fans
Despite the drop in overall viewership, Amazon and NASCAR have touted positive momentum among younger audiences. Viewership among the 18–34 demographic is up 32%, 18–49 is up 11%, and 25–54 has climbed 21%. Those are not trivial gains. For a sport that has struggled to attract younger fans, these numbers are encouraging signs of long-term sustainability.
It mirrors the NFL’s early experience with Amazon Prime. When Thursday Night Football debuted exclusively on Prime in 2022, it saw a significant drop in total viewership—9.58 million, compared to 16.2 million the year before on Fox. But the median viewer age dropped dramatically, and Amazon played the long game. By 2024, Thursday Night Football had grown to 13.2 million viewers, proving digital gains take time.
NASCAR may be hoping for the same outcome. But there’s a key difference: stock car racing doesn’t have the massive cushion of NFL popularity. Every fan counts—and many are now feeling left out.
NASCAR Fan Backlash Mounts Over Streaming-Only Access
As Prime becomes the new gatekeeper for NASCAR races, core fans are feeling increasingly alienated. From social media to message boards, complaints about the shift to streaming are growing louder.
“I’ve watched NASCAR with my dad since I was a kid. We had antenna TV. Now you’re telling me I have to buy Prime to watch the race? This is corporate greed. NASCAR’s forgetting who built this sport.” – a nascar fan
Another long-time supporter, now retired and traveling the country in an RV, voiced similar frustrations:
“We used to watch every Sunday. RV parks don’t have great Wi-Fi. We can’t afford Starlink. NASCAR just cut us out.” – a nascar fan
Even more blunt:
“After 50 years, I’m done. Races are too long, the tech is overwhelming, and now I can’t even watch unless I pay extra for Prime? No thanks.” – a nascar fan
These aren’t just grumbles—they’re warnings from a base that feels ignored. Many say they’ve shifted to watching golf or baseball. Some are dropping NASCAR altogether.
Mexico’s Moment: A Historic Race Under a Cloud
This Sunday’s Viva México 250 was meant to be a celebration—the first points-paying Cup Series race outside the U.S. since 1958, on a technically challenging 15-turn road course in Mexico City. It’s a major move in NASCAR’s global expansion plan, and the booth features a high-profile crew with Dale Earnhardt Jr., Adam Alexander, and Steve Letarte.
But instead of excitement, many fans feel frustration. With no over-the-air simulcast or secondary access, the event is yet another behind-the-paywall race in a series now defined as much by where it airs as what happens on track.
Fans who made NASCAR what it is feel like they’re watching it slip away—not because they’ve lost interest, but because they’ve been priced or streamed out of participation.
News in Brief: NASCAR Streaming Controversy
NASCAR finds itself straddling a dangerous line. On one side lies the digital future—tech-savvy production, enhanced analytics, and a younger audience. On the other, a traditional base built on loyalty, accessibility, and generational passion.
The viewership trend is a double-edged sword. Gains in key demographics suggest potential for long-term growth, but consistent overall declines—especially the steep drop at Michigan—signal that NASCAR’s streaming gamble could cost it the foundation it was built on.
Prime Video’s six more years of exclusive races offer time to find the balance. But as the backlash grows louder and numbers dip lower, the message from fans is increasingly clear: NASCAR must evolve, yes—but not at the cost of its soul.
ALSO READ: Inside the History of Mexico City’s Famed Circuit Before NASCAR’s Big 2025 Debut
so the loyal fans are not respected? I wondered if I was watching because I really had interst or was it just habit? Glad they put the most boring races on prime. Mayby they can put all the road races on them hahahahaha Dave T