NASCAR on Prime Video starts strong with Coca-Cola 600 ratings

Prime Video launched its inaugural season of NASCAR Cup Series coverage with an average viewership of 2.72 million for Sunday night's Coca-Cola 600 at Charlotte.

According to Nielsen's Big Data + Panel (BD+P) measurement, viewership peaked at 2.92 million between 8:15 and 8:29pm ET, making it the third most-watched non-broadcast NASCAR Cup Series event of the year.

The broadcast also attracted more viewers under the age of 55 (18-34, 18-49 and 25-54) than any non-broadcast NASCAR Cup Series event since at least 2022. (Nielsen’s BD+P measurement only extends to 2023).  In addition, Prime Video’s audience featured a median age of 55.8 years – more than six years younger than the average median age of viewers watching NASCAR Cup Series races on linear TV (61.9).

After Ross Chastain captured the checkered flag, a 67-minute post race show averaged 1.04 million (peaking at 1.26 million), despite going up against the NBA Eastern Conference finals.

Among viewers in the age 18-34 demographic, NASCAR on Prime averaged 229,000. In the 18-49 demographic that went up to 800k, and reached 1 million in the 25-54 demographic. All three represent the highest viewerships for the respective demographics since at least 2022.

All figures listed are from Nielsen’s BD+P measurement. Data for Sunday's pre-race coverage is expected to be available later this week.