Amazon aims to “achieve” “younger audience” for Nascar during the Prime Video run

• NASCAR “can really move the needle,” says Prime Video's Global Head of Sports
• The series commissioner Steve Phelps expects the Prime audience to be comparable to cable
• Nascar has achieved an average of 2.2 million spectators on cable since 2020

The worldwide sports director of Prime Video, Jay Marine, said Amazon was “excited to reach the younger audience for Nascar, as the streaming platform is preparing for the debut of the Cup series this weekend.

Before the Coca-Cola 600 on the Charlotte Motor Speedway, which will be the first race of the first Cup series, in order to be broadcast exclusively on a streaming platform, Marine discussed why Amazon had taken over the NASCAR rights and what advantages this would do for both parties.

“In terms of” why Nascar for Amazon? “

“A sport with a passionate fan base, a large fan base in which sport has to be seen for you. This is extremely valuable.

“And ultimately we try to make the Prime membership program more valuable for our main members. We try this in every decision we make. So NASCAR fits perfectly.

“And then we really want to innovate, we see this as a seven -year partnership, we will talk about the renewal later.

“But that's how we want to invest so that we can be innovative in the long term, and we look forward to looking forward to reaching a younger audience that the cord may have cut … which we could do as an example with football on Thursday evening.”

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The football games of the National Football League (NFL) on Thursday evening on the first -class video had 13.2 million viewers compared to 11.86 million of the season in 2024, which corresponds to an increase of 11 percent compared to the previous year (Yoy).

While Nascar does not come close to these figures for his debut in Prime video, this is promoted from the relationship between Amazon to the NFL, as more and more spectators switch from linear to streaming. Prime Video is one of four channels this season as part of a new Broadcast package for Nascar, which is 1.1 billion US dollars a year worth 1.1 billion US dollars in the next seven years.

The NASCAR commissioner Steve Phelps believes that the upcoming races of the Cup series will draw comparable numbers of spectators for cables on the Prime video.

Nascar has achieved an average of 2.2 million viewers on cables since 2020. So this is the self-imposed benchmark, which the series should divide onto its five-racing run to Prime video.

NASCAR is in the back of an encouraging run on FS1, Fox's Cable Channel with an average of 2.46 million in 2025. This is the best audience average from Nascar on the channel since 2021. The Prime video will hope that this positive swell will achieve a knocking advantage.