NASCAR took a bold step into the digital age in 2025, partnering with Amazon Prime Video to broadcast five midseason NASCAR Cup Series races. It was a move aimed at the future—a play to attract younger audiences and modernize the sport’s presentation. But four races into this exclusive streaming experiment, the results reveal a sport caught between two worlds. While Prime has delivered solid viewership numbers and sparked fan interest in some quarters, it’s also ignited a fierce backlash among longtime loyalists who feel left behind.
With the final race of the deal—Pocono—on the horizon, NASCAR’s streaming gamble is as divisive as ever.
Prime Time: Breaking Down the Viewership Race-by-Race
When the Coca-Cola 600 aired exclusively on Prime Video over Memorial Day weekend, fans were shocked. NASCAR’s longest, most historic race had never before aired outside of cable or broadcast TV. The transition wasn’t seamless—some viewers struggled to access the event, while others were unaware of the platform shift. Still, it drew 1.86 million viewers.
That number improved slightly the next week at Nashville Superspeedway (1.91 million) and took a dip in Michigan (1.77 million), marking the lowest Cup Series audience of the season. But then came Mexico City.
The Viva México 250, held at Autódromo Hermanos Rodríguez on June 16, pulled in 2.1 million viewers, topping both the F1 Canadian Grand Prix on ABC (1.57 million) and IndyCar’s race on FOX (1.2 million). Notably, Prime reported the race brought in the youngest average Cup Series audience since 2017, a clear win for NASCAR’s goal of appealing to a new generation.
| Race | Date | Viewership | Notable Notes |
|---|---|---|---|
| Coca-Cola 600 | May 25 | 1.86 million | Rain-delayed, historic Prime debut |
| Nashville Superspeedway | June 2 | 1.91 million | Clean race, modest bump |
| Michigan Speedway | June 9 | 1.77 million | Season-low viewership, rain threats |
| Mexico City (Viva México 250) | June 16 | 2.1 million | Outperformed F1 & IndyCar, youngest demo since 2017 |
For many viewers, NASCAR on Prime has been a breath of fresh air. The interface is sleek, the coverage is commercial-free during green flag laps, and extra content (like behind-the-scenes interviews and alternate camera angles) adds to the experience.
Some fans are all in on the change:
“Let’s hope Pocono can gain even more viewers! Been waiting for this one.” – a nascar fan
“Prime is the future. Throw Fox into the volcano.” – a nascar fan
“Give Prime the full-season!” – a nascar fan
Others appreciate the direction NASCAR is heading and see the streaming pivot as necessary evolution. Prime’s one-month free trial also helped ease the transition for first-time users, while marquee names like Shane van Gisbergen and Daniel Suárez helped draw fresh attention.
With Mexico City’s strong numbers and younger demographic, Amazon may feel vindicated. But the story isn’t that simple.
Feeling Forgotten: Older Fans Say NASCAR Sold Them Out
If Prime is the future, many longtime NASCAR fans feel like they’ve been kicked to the curb.
“I’m 70 years old and been watching NASCAR for 50 years—but no more. I have a lot of NASCAR stuff for sale cheap.” – a nascar fan
“It’s like a slap in the face to the long-term fans like myself… NASCAR doesn’t have any loyalty to us.” – a nascar fan
“We already pay for cable. Going to Prime makes us pay even more… We will not do this!” – a nascar fan
The frustration isn’t just about technology. It’s about respect, or a lack thereof. Many of these viewers have watched since the days of Dale Earnhardt Sr., when races aired free on broadcast TV. Now, they face a paywall for races that once felt like community events.
“Greed has no bounds. I’m sure this move will cost more fans. Pretty soon the bleachers can be removed at all tracks.” – a nascar fan
For these fans, NASCAR’s streaming push isn’t just inconvenient—it feels like a betrayal of tradition. They built the fanbase. Now they’re watching it disappear behind a login screen.
A Split Audience Ahead of Pocono’s Prime Finale
All eyes now turn to Pocono Raceway, the final stop in NASCAR’s 5-race Prime schedule. Will the ratings continue to rise, or will pushback from legacy fans suppress viewership?
NASCAR and Amazon face a crucial test—not just of broadcast success, but of fan loyalty. The sport’s challenge is walking a tightrope between reaching tomorrow’s viewers and respecting yesterday’s fans. The Mexico City success story proves streaming has power, especially when paired with unique events. But without finding a middle ground, NASCAR risks alienating the very people who carried it through generations.
News In Brief: NASCAR Amazon Prime Viewership
Four races into NASCAR’s Amazon Prime experiment, the results are as divided as the fanbase itself. Streaming has delivered fresh energy, a younger audience, and global headlines—as seen in Mexico City. But it’s also left behind core fans who feel ignored and priced out. NASCAR may have unlocked a new future, but at what cost to its past? With one Prime race remaining at Pocono, the sport faces a defining moment.
Have your say—streaming revolution or tradition lost? Tell us how Prime’s coverage has changed your NASCAR experience, for better or worse.
ALSO READ: Dale Earnhardt Jr. Hosts Final Exclusive NASCAR Race on Amazon Prime at Pocono—Don’t Miss Out!
I have been watching Nascar since the 1960’s. Now I am only able to see highlights. Seriously annoying.
During that time I have been exposed to all the sponsors who have spent millions making their products household names, and in turn, we, the viewing public, have spent millions on their stuff.
Motorsport cannot survive without sponsorship and if the bean counters at Nascar and Amazon think otherwise they should find a job doing something else.
There is an upside to this. Now I can spend more time on work around the house.
it was a success, do to the free 30 day trial for new users.
I expect the majority of viewers used this free window.
Great way to get initial ratings, expect it will not be the same if viewers had to really pay for to view the races.
NASCAR don’t fall for the bogus numbers. I for one did not participate.