Prime Video’s first season as a NASCAR Cup Series broadcast partner appears to be gaining momentum as the streaming service heads into its final race of the year this weekend at San Diego’s Naval Base Coronado.
According to viewership data released by Prime Video following Sunday’s race at Pocono Raceway, NASCAR on Prime is averaging 2.29 million viewers through its first four Cup Series broadcasts of 2026. That figure represents a 5% increase compared to the comparable four-race average on Prime Video from a year ago.
The numbers are particularly notable given the challenges Prime has faced during its inaugural NASCAR season. Three of Prime Video’s first four NASCAR broadcasts were impacted by weather-related schedule changes, including Sunday’s race at Pocono, which was moved up by two hours because of forecasted thunderstorms.
Even with those disruptions, Prime enters its final race weekend of the season showing growth across several key audience categories.
NASCAR on Prime Building Momentum
The biggest takeaway from the latest viewership report is the overall season average.
Through four races, NASCAR on Prime is averaging 2.29 million viewers compared to 2.18 million for the comparable four-race average last season, an increase of roughly 110,000 viewers per event.
Prime is also attracting a younger audience than NASCAR’s traditional television broadcasts. The median viewer age for NASCAR on Prime sits at 57.9 years old, more than five years younger than the 63.1 median age for NASCAR Cup Series races on linear television this season.
Meanwhile, Prime is also posting gains among NASCAR’s largest audience segment. Viewership among adults 55 and older is up 11% compared to last year’s comparable four-race average, increasing from 1.16 million viewers to 1.29 million.
The network’s studio programming has also shown growth.
“NASCAR Live From” is averaging 827,000 viewers through four broadcasts, up 2% from last season’s comparable average, while “NASCAR Live From Victory Lane” is averaging 1.01 million viewers, an increase of 13%.
San Diego Marks Prime’s Final NASCAR Race of 2026
Sunday’s Cup Series race at Naval Base Coronado will conclude Prime Video’s five-race NASCAR schedule before coverage shifts to the next television partner.
The event also represents one of NASCAR’s most ambitious projects in recent years, with the sport bringing all three national series to a temporary street circuit built on an active military installation overlooking San Diego Bay.
Prime heads into the weekend with encouraging momentum despite Sunday’s Pocono race averaging 1.66 million viewers. While that figure was down from last year’s comparable event, race coverage still peaked at 2.30 million viewers during the closing stages.
For Prime, the larger story is the season-long trend.
Four races into its 2026 NASCAR package, the streaming giant is delivering audience growth, attracting younger viewers, and finishing its inaugural run with one of the most anticipated events on the Cup Series calendar.
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