Amazon Prime Video’s second season carrying NASCAR Cup Series races got off to a strong start Sunday night with the Coca-Cola 600 from Charlotte Motor Speedway.
According to Sports Business Journal’s Adam Stern, the race earned a 1.07 Nielsen rating and averaged 2.649 million viewers using Nielsen’s traditional panel-only measurement. That was essentially flat compared to last year’s Coca-Cola 600, which posted a 1.11 rating and 2.6 million viewers.
When measured using Nielsen’s newer Big Data + Panel methodology, which incorporates additional viewing data beyond traditional television samples, the race averaged 3.06 million viewers. That represented a 12% increase from last year’s audience.
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According to Motorsport.com, the Prime Video broadcast peaked at 3.37 million viewers during the 9:15-9:30 p.m. ET quarter-hour. The race also delivered gains across key younger demographics, with viewership among adults ages 18-34 increasing 14% year-over-year, adults 18-49 up 26%, and adults 25-54 up 25%. The median viewer age was reported at 57.2 years old, younger than audiences that watched NASCAR races on FOX and The CW earlier this season.
Prime Video’s surrounding coverage also performed well. Motorsport.com reported that the pre-race show averaged 1.41 million viewers, while the post-race show averaged 1.12 million viewers, both representing record audiences for those programs since Prime began carrying NASCAR events.
NASCAR on Prime set multiple all-time viewership highs this Sunday at @CLTMotorSpdwy, including delivering @PrimeVideo’s most-watched race, along with record-highs for pre and post-race coverage. pic.twitter.com/UdCMpkavTe
— PrimeVideoSportsPR (@PrimeSportsPR) May 28, 2026
.@PrimeVideo got a 1.07 rating and 2.649 million viewers for Sunday's Coke 600 when using @Nielsen's panel only data, roughly flat from a 1.11 and 2.6 million last year, while it got 3.06 million viewers when going by Nielsen's Big Data + panel formula, up 12% from last year. pic.twitter.com/YbnTVoSYeM
— Adam Stern (@A_S12) May 28, 2026