“Frankly, it’s a way to speak to an audience that is a little bit less familiar with NASCAR.” Herbst, the NASCAR EVP echoed the importance of digital platforms in NASCAR’s growth strategy. When NASCAR announced its partnership with Amazon Prime Video for exclusive streaming of five major races in 2025, it felt like the sport was stepping into uncharted territory. For fans who grew up tuning into FOX or NBC on Sunday afternoons, the shift to a streaming-first approach might seem as jarring as replacing a stock car’s roaring V8 engine with an electric motor. NASCAR has always been about tradition, and its audience, skewing older and deeply loyal, has historically resisted rapid change. So why now?
But NASCAR President Steve Phelps is betting big on this evolution. Confidently comparing the expected Prime Video viewership to FOX’s cable numbers, he believes fans will adapt to this new era of digital engagement. Phelps is optimistic that NASCAR’s venture into streaming will not only maintain its core fan base but also bring new, tech-savvy viewers into the fold. The real question is whether this bold leap will pay off or leave fans longing for the simplicity of traditional broadcasts. So what is likely to happen?
Streaming takes the wheel, but will fans follow?
“@NASCAR expects to get similar viewership for @PrimeVideo races as it gets on cable, meaning likely around 2 million viewers. Because Prime doesn’t face same pressure as TV to wrap up a sports event, it’s planning an extended, on-site post-race show.” Adam Stern, SBJ, posted this on X (formerly Twitter) to express the depths of this matter.
With Prime Video set to air its first race in late May, NASCAR’s leadership is doubling down on its confidence in digital platforms. Phelps has stated that his “expectation is it’s going to drive viewership that’s probably at least as good as what we’d see on cable.” If true, this would mean at least 2 million viewers tuning in, an encouraging sign for sponsors and stakeholders worried about the transition from traditional TV.
To ease the shift, Prime has already begun airing select NASCAR practice and qualifying sessions, familiarizing fans with the platform before the main events kick off. While FOX retains rights to early-season practice and qualifying for key races like the Daytona 500 and All-Star Race, Amazon will handle these sessions for most other events. NASCAR executives believe this phased rollout will help fans gradually embrace the new format.
.@NASCAR expects to get similar viewership for @PrimeVideo races as it gets on cable, meaning likely around 2 million viewers.
Because Prime doesn’t face same pressure as TV to wrap up a sports event, it’s planning an extended, on-site post-race show. https://t.co/fEfhMmSCzV
— Adam Stern (@A_S12) March 13, 2025
A key factor in this confidence is Amazon’s vast subscriber base. While Prime Video has been secretive about its early NASCAR viewership data, NASCAR executives believe a significant portion, if not the majority, of its fanbase are already Prime subscribers. This built-in audience, coupled with NASCAR’s strong brand loyalty, is expected to drive engagement. “NASCAR fans find where the distribution is and go there,” Phelps said. “I don’t know the exact percentage as of today, but the number is significant in terms of the percentage of our race fans who are members of Amazon Prime.”
Phelps sees Amazon as a strong long-term partner, stating, “Streaming is important. It’s here to stay, and we think that Amazon Prime is a terrific partner for us to be with. You’re kind of defined by the company you keep, right? The NFL, NBA, ourselves that’s a good adjacency for us.” He also believes the shift to Prime Video will help attract younger audiences, adding, “I think they’re going to bring a fresh approach, which they certainly did with ‘Thursday Night Football,’ and I think it will drive a slightly younger audience for us, which that’s not a bad thing either.”
Despite uncertainties, NASCAR is taking steps to ensure credibility in measuring its streaming success. Brian Herbst, the sport’s executive vice president of media and revenue, confirmed that NASCAR’s races on Prime will be Nielsen-rated, offering transparency for sponsors and advertisers monitoring viewership trends.
But in case you are thinking this is it, you are wrong!
International Expansion and the Future of NASCAR’s Streaming Era
The inclusion of an international race in Mexico City as part of Prime Video’s exclusive package highlights NASCAR’s broader ambitions. This expansion not only opens new markets for the sport but also provides sponsors with a chance to reach a more diverse audience. With Amazon’s global reach, advertisers see this as an opportunity to extend their brand influence beyond NASCAR’s traditional U.S. base.
However, challenges remain. Unlike cable broadcasts, streaming races require an active Prime Video subscription, which could create a barrier for some longtime fans. Additionally, NASCAR’s older demographic may take longer to adapt to the new format. Nonetheless, NASCAR executives believe the accessibility and flexibility of streaming will ultimately outweigh these concerns, particularly with younger audiences already leaning toward digital platforms.
If Prime Video delivers FOX-like viewership numbers and offers enhanced sponsorship benefits, this transition could prove to be a long-term success. It is also bringing a fresh perspective to NASCAR broadcasting. The streaming service has assembled a powerhouse commentary team featuring Adam Alexander (play-by-play), Dale Earnhardt Jr. (driver analyst), and Steve Letarte (crew chief analyst). However, the biggest surprise is the addition of Carl Edwards, a Hall of Fame driver who has largely stayed away from the sport since his retirement in 2017. His return to the broadcast booth adds credibility to Prime’s coverage and signals Amazon’s commitment to delivering high-quality NASCAR content.
Beyond the on-air talent, Amazon is leveraging its streaming advantages to enhance race-day coverage. Unlike linear TV networks that must cut broadcasts short to accommodate other programming, Prime Video can extend post-race shows without time constraints. Amazon’s involvement also opens new promotional opportunities for NASCAR. While the company has yet to announce whether it will use its vast logistics network, such as branding NASCAR content on delivery trucks or packaging, Strand hinted at ambitious marketing plans. “This is one we’re really excited about,” he said, suggesting that Amazon is looking at creative ways to integrate NASCAR into its ecosystem.
NASCAR’s pivot to streaming is more than just an experiment as it’s a calculated move to future-proof the sport. By securing a spot on Prime Video, NASCAR is not only maintaining visibility but also positioning itself for long-term audience growth. Whether the numbers will truly mirror FOX’s cable viewership remains to be seen, but with a structured rollout, strong marketing potential, and high production value, NASCAR is shifting gears toward a digital-first future.
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