A quick Google search about FOX and NASCAR tells you fans were almost done. Practically bombarded with ill-timed commercials, bad camera angle during wrecks, and over-the-top driver graphics, it wasn’t just once that the community had complained. The respite? Amazon somewhat coming to save the day. Make no mistake, FOX Sports is still a distribution partner for NASCAR as per the new media rights deal. However, seems like Prime Video has just emerged to be the fans’ newest hero.

Entrusted with broadcasting five races this season (Coca-Cola 600, Nashville Superspeedway, Michigan International Speedway, Autódromo Hermanos Rodríguez, and Pocono Raceway), fans remained divided about Amazon initially. Many complained it was a sudden pivot from the existing older fan base. And the numbers backed it up, too. With Prime Video, the sport lost nearly 730,000 viewers in the 55+ age group. On the contrary, they also gained 147,000 fans within the 18-54 age range. Meaning?

From detailed commentary featuring Dale Earnhardt Jr. to the race winner having post-race beers with the crew, it felt like NASCAR had reinvented itself spectacularly. As per Sports Business Journal, the Coca-Cola 600 this year had its youngest demographic of audiences since 2014—viewers between ages 18-34 were 55% higher year-on-year, while the average viewer age range was seven years younger than last year’s broadcast on television.

At Michigan International Speedway, fans were left biting their nails, wondering which drivers had enough fuel to cross the finish line. But as it turns out, they didn’t need to wonder at all. The streaming giant introduced a futuristic AI tool, ‘Burn Bar’, that expertly depicted just how much fuel every car on the field was using. What’s more? It also showed an estimated miles per gallon on its graphic—the kind of data fans never thought they would get to see. No wonder it was a bittersweet goodbye when Sports on Prime shared a post on X captioned, “What an incredible five weeks of #NASCARonPrime. Thank you all, @NASCAR faithful!” on June 22 after the Pocono race/

But before we get to that, we must tell you this: At the Viva Mexico 250, a staggering 2.10 million fans tuned in, largely comprising the youngest audience for any race on the streaming platform since 2017. To put things in perspective, it was more than the 1.9 million fans who saw Formula 1’s Canadian Grand Prix. But it wasn’t just Prime Video’s streaming quality or innovative coverage that stole the show. Stock car racing enthusiasts even enjoyed the star-studded lineup in the booth, featuring the likes of Dale Earnhardt Jr., Carl Edwards, Steve Letarte, and Adam Alexander.

Even Cup Series veteran Denny Hamlin put Prime Video’s success, particularly at Mexico City, down to the stellar booth they have. Hamlin missed the Mexico City race due to the birth of his son, Jameson Drew, and therefore could watch live Prime Video coverage for the first time. Speaking ahead of Pocono, Hamlin said, “They have racers that are in the booth. If you look at the kind of cast of people they have, these guys know the sport in and out. Dale Jr. hosts a podcast and talks about it each and every week. Steve Letarte is one of the best at keeping you constantly engaged. The rapport that they have with each other is so good.”

And it looks like Dale Jr. enjoyed the experience, too. He said, “It’s going to be, it’s bittersweet, because it’s been a great experience for me. Working with you guys has been fun. The whole team, really, has been really good.” However, Junior isn’t leaving the TV screens just yet.

He’ll be a part of TNT for the rest of the summer, giving fans a feeling of continuity now that the transition is taking place. And now that the bar is set high because of Prime Video, the expectations from TNT will be right up there.

NASCAR fans pay tribute to Prime Video

“Miss you already @SportsonPrime. Best team and coverage in my long NASCAR fandom,” wrote one fan. And there was one X user who even said history will be kind to the streaming service, writing, “In 10 years from now im gonna look back at the generational run Prime went on in just 5 races 🙏🏽”

Perhaps the dwindling viewership numbers were not just because of NASCAR’s struggling short track package or the Next-Gen car’s inability to make passes. It might also have been because of the poor coverage quality, as one fan shared on social media, “NASCAR on prime got me back into NASCAR.” And now that the standard is so high, motorsports enthusiasts are understandably reluctant to settle for anything less, which is why one of them said, “After this, I really don’t think I want to go back to anything else. Well done!”

It wasn’t just the fans who expressed their compliments on social media. NASCAR journalist Matt Weaver also shared a heartfelt tribute to the streaming service, going on to write on X, “Hat tip to everyone who lent a hand to NASCAR on Prime. It was a total masterclass. There will be a lot of connective tissue that goes into the next five races on TNT but what a tremendous weekly television experience. Appointment TV even for races I attended in person.” Looks like Prime Video has made its mark on the sport, and it can only get better in 2026.

What were your thoughts on NASCAR on Prime Video this season? Let us know in the comments!