Prime Video's NASCAR Audience Grows 6% to 2.29 Million

Nielsen Big Data figures show a younger, wealthier Prime audience whose gains across every broadcast strengthen streaming's case for live sports.

Overview

Prime Video reported a 2.29 million per-race average for its five-race NASCAR Cup package this season, a 6% increase over last year using Nielsen’s Big Data + Panel methodology.
Every Prime broadcast this season outdrew its 2025 comparable, including the Naval Base Coronado finale that averaged 2.28 million viewers, a 9% rise from last year’s Mexico City slot.
Prime’s viewers skew younger and richer than linear audiences, with a median age of 57.7 versus 63.1 on linear TV and a median household income of about $88,700.
Pre-race and post-race shows also grew, averaging 791,000 and 1.0 million viewers respectively, even though three of the five Prime races were affected by rain-related schedule changes.
The results put Prime roughly on par with FS1’s per-race averages but below Fox’s larger broadcasts and bolster the argument that streaming can deliver advertiser-friendly live-sports audiences and influence future media-rights strategies.