SAN DIEGO — Prime Video wrapped up its second season of exclusive NASCAR Cup Series coverage with steady gains in viewership and audience demographics, highlighted by Sunday’s historic race at Naval Base Coronado.

The Anduril 250, broadcast from the bridge and flight deck of the USS Carl Vinson, averaged 2.28 million viewers, a 9% increase over last season’s comparable race in Mexico City. The event capped a five-race package in which NASCAR on Prime averaged 2.29 million viewers, up 6% from its inaugural season, according to Nielsen’s Big Data + Panel measurement.

Despite weather disruptions affecting three of its five races, Prime Video reported growth across all events, including peak audience numbers. The season’s average peak viewership reached 2.64 million, a 12% increase from last year, and each race posted higher peaks than its 2025 counterpart.

Prime Video’s performance led all NASCAR media partners in year-over-year growth and continues a broader trend of rising audiences across its live sports offerings. The company has reported similar gains for its exclusive “Thursday Night Football” package since acquiring those rights in 2022.

The streaming platform emphasized enhanced presentation features throughout the season, including uninterrupted green-flag coverage, extended commercial-free finishes, and AI-driven broadcast tools such as its “Burn Bar” metric. It also expanded its pre- and post-race programming, featuring current drivers and NASCAR veterans.

Those accompanying shows saw gains as well. “NASCAR Live From,” the pre-race program, averaged 791,000 viewers across the season, up 5%. “NASCAR Live From Victory Lane,” the post-race show, averaged 1 million viewers, an 8% increase. The Coronado pre-race edition drew 691,000 viewers, up 25% from last year’s comparable broadcast, while the post-race show averaged 972,000 viewers.

Prime Video also reported success in reaching younger and more affluent audiences compared to traditional television. The median viewer age for NASCAR on Prime was 57.7 more than five years younger than the 63.1 median on linear networks — making it the youngest NASCAR audience among distributors for a second consecutive season.

At the same time, the service expanded its reach among older viewers, with the P55+ demographic averaging 1.27 million viewers, a 12% increase from last year.

Nielsen data also showed that Prime Video’s NASCAR audience had a median household income of $88,700, about 15% higher than the $77,100 average among viewers watching Cup Series races on cable and broadcast networks.

With rising viewership, improved peak audiences and favorable demographic trends, Prime Video’s NASCAR coverage appears to be strengthening its position within the sport’s evolving media landscape.