A NASCAR fan base notorious for being among the oldest in sports was understandably apprehensive when it was announced that Prime Video would begin airing five Cup Series races beginning in 2025, but strong numbers from the Coke 600 on May 24 prove that NASCAR made the right move to jump into the deep end of the streaming pool.
Per a release, the 67th running of the Coca-Cola 600 at Charlotte Motor Speedway drew 3.06 million viewers on Prime Video, as well as all-time highs for Prime’s pre-race show (1.41 million viewers) and its post-race show (1.12 million viewers). The race also saw a 26 percent increase in viewership among the key 18-49 demographic compared to rest of the 2026 season.
Numbers for Prime’s first five Cup races during the 2025 season were relatively low. The streaming service averaged 2.16 million viewers across the five-race stretch it aired, including 2.72 million for the Coca-Cola 600.
But NASCAR’s foray into the streaming era was expected to be one that paid dividends later on, not immediately. The numbers from Prime’s 2026 debut reflect that.