The checkered flag has dropped on Amazon Prime Video’s five-race NASCAR experiment—and the verdict is far from unanimous. From the high-profile Coca-Cola 600 to the rain-delayed finale at Pocono Raceway, the sport’s venture into exclusive streaming was bold, controversial, and—depending on who you ask—either a forward-thinking leap or a slap in the face to its loyal fanbase. With all five races now in the books, it’s time to unpack what really happened when NASCAR went Prime-only.
The Ratings Report Card: What the Numbers Say
Prime Video’s NASCAR run opened with the Coca-Cola 600 on Memorial Day weekend and closed with Pocono on June 23. In between came Nashville, Michigan, and Mexico City. Ratings were mixed at best:
- Coca-Cola 600: The streaming debut aired on Memorial Day weekend and drew 1.86 million viewers despite rain delays. It marked the first time NASCAR’s crown jewel race aired exclusively on a streaming platform.
- Nashville Superspeedway: Slight improvement week-to-week with 1.91 million viewers, but still below expectations. Engagement was modest, and most fan buzz focused more on the broadcast talent than the on-track action.
Michigan International Speedway: The low point. Averaging just 1.77 million viewers, it marked NASCAR’s lowest-rated race of the 2025 season.
Mexico City (Viva México 250): The outlier. 2.1 million viewers, the highest of the Prime stretch. It beat both F1’s Canadian Grand Prix (1.57M on ABC) and IndyCar at Illinois (1.2M on FOX).
Pocono Raceway: Despite being a fan-favorite track, the rain-delayed race drew only 1.869 million viewers, down from 2.391 million last year on USA Network.
| 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 in numbers |
| Michigan | June 9 | 1.77 million | Lowest-rated race of 2025 |
| Mexico City | June 16 | 2.1 million | Beat F1 and IndyCar, youngest NASCAR audience since 2017 |
| Pocono Raceway | June 23 | 1.869 million | Rain-delayed, down from 2.391M last year (USA Network) |
In short, the experiment delivered one clear win (Mexico), one disaster (Michigan), and three races somewhere in between.
A Fanbase Divided: Cheers and Jeers from the Grandstands
If numbers tell part of the story, the fan reaction paints the rest.
Some fans embraced the change:
“Give Prime the full season!”
“Y’all have brought back the feel of ‘90s NASCAR, and that’s a good thing!”
“Thank you for the best 5 weeks of the season.” – nascar fan reactions
Others felt betrayed:
“I’m 70 years old and been watching NASCAR for 50 years—but no more.”
“We already pay for cable. Now we have to pay extra? No loyalty to us.”
“Another greedy move. Just like Chicago over Road America.” – nascar fan reactions
Many long-time fans—especially older ones—expressed frustration over the tech barrier. Some didn’t even know where or how to watch. Meanwhile, younger or more digital-savvy fans praised the slick production and features like on-demand replays and alternate camera angles.
What Worked—and What Didn’t
What worked:
Broadcast Talent: Carl Edwards, Corey LaJoie, and Danielle Trotta proved to be standout additions. Edwards, in particular, was a fan-favorite. His emotional farewell message after Pocono—highlighting a visit from his friend battling cancer—resonated deeply.
Production Quality: Prime offered crisp visuals, minimal commercial interruptions, and a modern presentation style.
Innovation: Interactive features, fresh graphics, and cleaner booth dynamics gave the product a new-age polish.
What didn’t:
Accessibility: Many fans without Prime subscriptions or stable internet connections felt excluded. Some regions still struggle with reliable streaming.
Marketing Confusion: Fans were unsure which races aired where. Switching between FOX, NBC, Prime, and TNT created fatigue and fragmentation.
Retention vs. Curiosity: The free trial might have boosted viewership in Mexico City—but the drop at Pocono suggests not everyone stuck around.
So, Did It Work? The Bigger Picture
It depends on what NASCAR and Amazon hoped to achieve.
If the goal was to test the waters of streaming exclusivity? Mission accomplished.
If it was to grow a younger, digital-first fanbase? The Mexico City data suggests promise.
If it was to keep longtime fans engaged? That answer is more complicated.
Amazon proved that NASCAR can look and feel modern—but also reminded everyone that it’s not easy to convert a legacy fanbase that’s used to flipping on FOX or NBC for their Sunday tradition.
The five-race stretch highlighted both opportunity and risk. NASCAR is evolving, and streaming will almost certainly play a bigger role moving forward. But balancing that future with its history—its roots—is a challenge the sport still hasn’t mastered.
News in Brief: NASCAR Prime Video Final Judgment
Amazon Prime’s bold foray into NASCAR broadcasting was met with a mix of promise and pushback. It delivered standout moments—like Carl Edwards’ comeback in the booth, Shane van Gisbergen’s dominant win in Mexico City, and younger audiences tuning in at historic levels. But the five-race experiment ended with a viewership dip at Pocono, signaling that not all new fans stuck around.
With the free trial period now over, the real challenge begins: can NASCAR and Prime retain the curious new viewers without dangling a no-cost entry point? As the sport looks toward 2026, the question isn’t just whether streaming can work—it’s whether it can work long-term without leaving legacy fans behind.
Our Reader’s Queries
Q. Why did NASCAR go to Amazon Prime?
A. However, it’s widely recognized that streaming is quickly becoming the new cable and the primary way fans will access sports in the coming years. NASCAR made a strategic move by including Amazon in its latest media rights agreement.
Q. How many NASCAR races are on Amazon Prime?
A. NASCAR’s partnership with Amazon Prime Video covers only five midseason races out of a 36-race season, yet it has significantly disrupted the traditional viewing model. While the change sparked debate, reviews of Prime’s coverage have ranged from solid to excellent—and with good reason.
