Memorial Day Weekend’s annual “Biggest Day in Racing” culminated on Prime Video this past Sunday, where the streamer launched its inaugural season of NASCAR Cup Series coverage for race fans, with an exclusive presentation of the Coca-Cola 600.
According to Nielsen’s Big Data + Panel (BD+P) measurement, Prime Video’s first-ever NASCAR race attracted more viewers within key adult demos under the age of 55 (P18-34, P18-49 and P25-54) 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, which is more than six years younger than the average median age of viewers watching NASCAR Cup Series races on linear TV (61.9).
Race fans also stayed up late with NASCAR on Prime on Sunday. After Ross Chastain captured the checkered flag, a 67-minute post race show averaged 1.04M (peaking at 1.26M), despite stiff competition from the NBA Eastern Conference finals.
Below, find additional viewership highlights from Sunday’s presentation of the Coca-Cola 600 on Prime Video. Please note that all figures listed are from Nielsen’s accredited BD+P measurement.
- According to Nielsen, the Coca-Cola 600 on Prime Video averaged 2.72 million viewers on Sunday night among total viewers (P2+).
- Race coverage on Prime Video peaked at 2.92M viewers (8:15 – 8:29pm ET).
- Among P2+, Sunday’s race ranks as the 3rd most-watched NASCAR Cup Series non-broadcast event of the year.
- Among viewers in the coveted P18-34 demographic, NASCAR on Prime averaged 229k, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
- Among viewers in the P18-49 demographic, NASCAR on Prime averaged 800k, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
- Among viewers in the P25-54 demographic, NASCAR on Prime averaged 1.00M, and stands as the most-watched non-broadcast NASCAR race in that demo since at least 2022.
- Sunday’s audience on Prime Video posted a median age of 55.8, which is more than six years younger than audiences watching NASCAR Cup Series races on linear networks (61.9).
- Sunday’s post race coverage on Prime Video averaged 1.04M viewers between 11:12pm and 12:19am ET, peaking at 1.26M between 11:15pm and 11:29pm ET.