Why Core NASCAR Fans Feel Left Behind in the Push for New Audiences

The 2025 Coca-Cola 600 was a landmark event. For the first time in NASCAR’s 70+ year history, the only way to watch a race was through streaming only. Fans didn’t have the option to tune into NBC, FOX, or ESPN to witness the crown-jewel event live. It was quite a radical change for a sport that has often been accused of not living with the times. While many felt it was a step in the right direction, especially looking at the improved streaming quality and Dale Jr’s commentary from the booth, others felt left out.

It’s no secret that NASCAR is looking to expand. But in a bid to capture the attention of the ‘younger audiences’, is the sport neglecting its core set of fans? If the numbers are anything to go by, it certainly looks like it.

NASCAR pays a heavy price for the Prime partnership

The switch to Amazon Prime feels like the start of a new era for NASCAR. With FOX committing many blunders in the last few years, many felt that a switch to streaming would raise the standard of broadcast quality. That’s exactly what happened, and with a star-studded lineup of Dale Earnhardt Jr. and Steve Letarte as color commentators, Carl Edwards as analyst, and Danielle Trotta serving as host, what could possibly go wrong? As it turns out, it’s the paywall.

But before we get down to brass tacks, let’s take a quick look at the numbers. A total of 2.7 million viewers tuned in for the Coca-Cola 600. That’s an impressive figure, especially for a non-network broadcast. But if we dig a little deeper, the picture is far from pretty. By transitioning to Prime, NASCAR lost nearly 750,000 viewers in the 55+ range. And in return, the sport gained 150,000 younger motorsports enthusiasts. Doesn’t feel like a fair trade, right?

Many of NASCAR’s core fans have religiously tuned in every Sunday to catch up on Cup Series action. But ahead of arguably one of the biggest events on the calendar, they felt helpless. Several older fans struggled to figure out how the whole ‘streaming service’ works, while others were hoping to avoid another subscription fee. Most wondered why the sport they’ve loved and supported for years simply didn’t care about them anymore.

This has become predictable spin anytime an event moves to a streamer. It’s easy to look younger when you lose 5 older people for every 1 younger viewer you gain.

Coke 600 Year-Year
18-54: Gained 147k viewers
55+: Lost 730k https://t.co/gdAQx0i4LX

— Michael Mulvihill (@mulvihill79) May 28, 2025

Several fans made their displeasure known in no uncertain terms. A motorsports enthusiast from South Carolina made it clear, saying, “What you need to remember is that many NASCAR fans cannot afford Prime and many don’t even have cable or satellite… I, for one, didn’t watch any of it.” But that didn’t really matter in the boardroom of the Amazon offices. As far as they were concerned, data suggested that the average viewer age dropped by six years compared to traditional TV during the Coca-Cola 600.

That’s good news, as it paints a picture of ‘sustainability’ for the sport. But in all this ‘hoopla’, the older, loyal fans are being overlooked. The frustration was clear, and FOX Sports’ Michael Mulvihill showed his sympathy, saying, “It’s easy to look younger when you lose 5 older people for every 1 younger viewer you gain.” But perhaps that doesn’t matter anymore. NASCAR is competing with Formula 1 for viewership, and needs younger fans to make that happen. But it’s hard to ignore the fact that they’re turning their backs on the very fans who built this sport from the ground up in the process.

Amazon Prime’s ratings take a beating

While the broadcast quality is undeniable, the switch to Amazon Prime has been something of a mixed bag for NASCAR. After two races, the streaming service has averaged 2.39 million viewers, which is a significant dip compared to last year’s ratings on FOX. The American network had an average of 3.17 million viewers over the same two-race stretch (Charlotte and Nashville), highlighting that traditional media still surpassing streaming when it comes to NASCAR as things stand.

However, the streaming service has also claimed that the median age of viewers is 55.8 and 56.8, respectively, which is significantly lower than the 62.8 median age of Cup Series races on linear networks such as FOX or NBC. While that may be a step in the right direction, missing out on a big chunk of the NASCAR fanbase will feel like a missed opportunity for Amazon Prime, even though the streaming service is prioritizing the younger demographic.

After the five-year agreement with Amazon Prime ends, the torch will be passed over to TNT Sports. The network recently let its NBA rights expire, but will hope to recoup some of that lost viewership when it broadcasts the June 28th race at Atlanta Motor Speedway. Do you think the new media rights agreement will benefit the sport in the long run, even if it comes at the expense of older fans? Let us know in the comments!

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