All-Time Highs for NASCAR on Prime with 3.06M (+12% YoY) During Coca-Cola 600 – Speedway Digest

NASCAR on Prime delivered all-time highs this past Sunday during an emotional Coca-Cola 600 from Charlotte Motor Speedway. The show opened with a touching tribute to Kyle Busch, which featured Dale Earnhardt Jr. remembering his friend, drivers including Bubba Wallace at the desk, and a moment of silence before the start of the race.

Once the green flag dropped, Daniel Suarez secured his third Cup Series victory in the 373-lap affair. According to Nielsen’s Big Data + Panel (BD+P) measurement, the race averaged 3.06 million viewers, the most-watched race ever on Prime Video and up +12% vs. the 2025 BD+P figure for the Coca-Cola 600, which was unaffected by weather.

Following up on last year’s impressive gains among younger viewers, Prime Video’s presentation attracted jumps within all key adult demos under 55. Compared to the linear 2026 season averages heading into Sunday’s race, Prime posted sizable increases across P18-34 (+14%), P18-49 (+26%), and P25-54 (+25%). Further, Prime’s Coca-Cola 600 delivered the youngest NASCAR Cup Series median age (57.2) since the conclusion of Prime Video’s 2025 coverage at Pocono Raceway.  

Included within the most-watched edition of NASCAR on Prime was the NASCAR LIVE from Charlotte pre-race show, which averaged a best-ever 1.41M, as well as the 71-minute post-race show, which registered 1.12M viewers, also marking an all-time high.

Below find additional viewership highlights from Sunday’s coverage of the Coca-Cola 600 on Prime Video.  Please note that all figures are from Nielsen’s Big Data + Panel measurement.

The Coca-Cola 600 on Prime Video averaged 3.06 million viewers on Sunday night, the most-watched NASCAR on Prime race to-date and +12% vs. last season’s Coca-Cola 600 on Prime.Race coverage peaked from 9:15-9:29pm ET with 3.37M viewers (+15% higher than last year’s peak).NASCAR on Prime posted significant increases across all key demos under 55 compared to the NASCAR Cup Series races on linear channels this season:P18-34: 303K, up +14%P18-49: 822K, up +26%P25-54: 1.04M, up +25%Sunday’s NASCAR on Prime race delivered a median age of 57.2, nearly 6 years younger than audiences watching NASCAR Cup Series races on linear networks (63.1) this season, and the youngest NASCAR Cup Series audience since Prime Video’s 2025 coverage concluded at Pocono Raceway.The 2026 Coca-Cola 600 also registered a +20% increase among viewers in the P55+ demo vs. last year’s presentation on Prime Video (1.69M  vs. 1.41M).NASCAR Live from Charlotte, NASCAR on Prime’s pre-race show, attracted an average audience of 1.41M viewers on Sunday, marking its most-watched show on record.
 NASCAR Live from Victory Lane, NASCAR on Prime’s 71-minute post-race show following the Coca-Cola 600, averaged 1.12M viewers, registering an all-time high.

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