Amazon aims to “reach younger audiences” for Nascar during Prime Video run

• Nascar “can really move the needle”, says Prime Video’s global head of sports
• Series commissioner Steve Phelps expects Prime audience to be comparable to cable
• Nascar has averaged 2.2m viewers on cable since 2020

Prime Video’s global head of sports Jay Marine has said that Amazon is “excited to reach younger audiences” for Nascar, as the streaming platform prepares for its Cup Series debut this weekend.

Speaking ahead of the Coca-Cola 600 at Charlotte Motor Speedway, which will be the first Cup Series race to air exclusively on a streaming platform, Marine discussed why Amazon had acquired Nascar rights and the benefits the deal would bring to both parties. 

“In terms of ‘why Nascar for Amazon?’, what we really look for are premium, tier-one sports that can really move the needle for Prime, and Nascar fits that,” he said.

“A sport that has a passionate fanbase, a large fanbase, where the sport is must-see for them. That is extremely valuable.

“And, ultimately, what we’re trying to do is make the Prime membership programme more valuable for our Prime members, that’s what we try to do in every decision that we make. So Nascar fits perfectly in that.

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

“But that’s how we want to invest so that we can innovate for the long term and we’re excited to do that, we’re excited to reach a younger audience who may have cut the cord … which we’ve been able to do with Thursday Night Football as an example.”

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National Football League (NFL) Thursday Night Football games on Prime Video averaged 13.2 million viewers in 2024, compared to 11.86 million the season prior, equating to an increase of 11 per cent year-over-year (YoY).

While Nascar won’t get close to matching those numbers for its debut run on Prime Video, it will be encouraged by Amazon’s relationship with the NFL as more viewers transition from linear to streaming. Prime Video is one of four broadcasters this season as part of a new broadcast package for Nascar, worth a reported US$1.1 billion annually over the next seven years.

Nascar commissioner Steve Phelps believes the upcoming run of Cup Series races on Prime Video will draw comparable viewership to cable.

Nascar has averaged 2.2 million viewers on cable since 2020, so this is the self-imposed benchmark that the series aims to hit over its five-race run on Prime Video.

Nascar is coming off the back of an encouraging run on FS1, Fox’s cable channel, averaging 2.46 million in 2025. This is Nascar’s best audience average on the channel since 2021, so Prime Video will hope to see a knock-on benefit from this positive swell.