L ove it or hate it, Amazon Prime is here to stay for yet another racing weekend, and its rise is impossible to ignore. NASCAR’s Prime Video debut at the Coca-Cola 600 made wave

NASCAR's Michigan race hits season-low viewership on Prime, but gains among younger fans hint at long-term streaming potential.

NASCAR is fine with the drop in older viewers, because the numbers also show a massive 32% increase in viewers in the coveted 18-34 age range. In fact, viewership is up in all categories under the age of 55, with a 21% increase in viewers between 25-54.

NASCAR’s viewership demographics have shifted since the Charlotte race following the broadcast transition from Fox to Prime Video.

Dale Earnhardt Jr. makes his Amazon Prime NASCAR broadcast debut in a pivotal moment for the sport's digital evolution and audience transformation.

Prime Video has the exclusive rights to stream five NASCAR Cup Series races this season , starting with the Coca-Cola 600 on May 25 and running through Pocono on June 22nd. This is the first time in NASCAR history that Cup Series races are only on a streaming platform, a big shift in how sports are delivered.

We're two weeks into NASCAR on Prime Video, with three weeks left on a five-race package that's part of a new seven-year TV deal. Feedback is mixed.

The NASCAR Cup Series comes to Michigan International Speedway this Sunday as they host the 2025 Firekeepers Casino 400.