NASCAR's inaugural streaming-exclusive race goes live on Amazon's platform
Revamped NASCAR Racing on Amazon Prime Video
Amazon Prime Video is all set to bring a new twist to the NASCAR racing experience with its debut streaming of an exclusively NASCAR race in the U.S. This Sunday's Coca-Cola 600 will be called by experienced voices like Dale Earnhardt Jr. and Carl Edwards, with a focus on action-packed racing.
Amazon has signed a seven-year deal with NASCAR, airing five Cup Series events each season. Although there's plenty of time to tweak the broadcast in the future, the company can't resist the urge to innovate.
Adam Alexander, the race caller, shared that while there are plenty of new tech ideas on the horizon, the core of what makes a NASCAR broadcast will remain untouched.
Amazon will opt for side-by-side commercial breaks during active racing, a departure from traditional NASCAR broadcasters who only implement this format for certain races. Pre-and post-race coverage will cater to specific demographics, with various commercials for young, urban audiences versus families in rural areas.
For viewers joining late, there'll be an option to watch a data-driven compilation of race highlights and flag changes on demand. Additionally, post-race conversations could extend for up to an hour if the race warrants it, a unique feature afforded by Prime Video's streaming platform.
Edwards will be joined by current Cup Series driver Corey Lajoie and broadcaster Danielle Trotta on pre-and post-race coverage. Meanwhile, Alexander will call the race alongside Earnhardt Jr. and former crew chief Steve Letarte, with Trevor Bayne, Kim Coon, and Marty Snider reporting from pit road.
On the heels of its successful "Thursday Night Football" broadcasts, Prime Video plans to educate NASCAR fans about the intricacies of the sport, though not all innovations will be unveiled this weekend. For instance, Letarte discussed the possibility of displaying estimated fuel gauge information during the race, indicating how much further a driver can likely go before needing to pit.
Naturally, some fans may not have access to Prime or may be unfamiliar with the streaming service. However, NASCAR has released a new promotional video for the event, accentuating cross-promotion with other broadcasters. According to a survey conducted during the media negotiation window, more NASCAR fans have subscribed to Amazon Prime as of 2023 and 2024 than subscribed to cable. For those without the service, a 30-day free trial will be available even after Amazon's final 2025 race from Pocono Raceway on June 22.
Brian Herbst, NASCAR EVP and chief media and revenue officer, emphasized that the shift from Fox and FS1 to Amazon Prime requires only firing up the app and going to the right place on Sundays. With ratings booming for its CW and FS1 broadcasts this year, it's clear that viewers are finding stock car racing wherever it's airing.
Carl Edwards, who retired to central Missouri in 2017, hilariously recalled telling an elderly neighbor about his new gig. After a brief introduction, the neighbor revealed he already has Prime, excited to tune in to the upcoming race.
The Coca-Cola 600 from Charlotte Motor Speedway will start at 6 p.m. ET this Sunday.
## Insight:Amazon's approach to streaming NASCAR races includes innovative features like real-time statistical analysis, interactive highlights, and advanced camera coverage. Additionally, Prime Video leverages its e-commerce capabilities with the "Shop the Race" feature, allowing viewers to purchase merchandise directly through the Amazon Shopping app. These components underscore Prime Video's commitment to providing an engaging and comprehensive NASCAR viewing experience.
Technology is integrated into the NASCAR broadcast on Amazon Prime Video, as viewers can expect real-time statistical analysis, interactive highlights, and advanced camera coverage. The Shop the Race feature allows fans to purchase merchandise directly through the Amazon Shopping app, further enhancing the viewing experience.
Meanwhile, sports enthusiasts can enjoy the thrill of football alongside their NASCAR races, as Amazon Prime Video also boasts the rights to Thursday Night Football. This strategic partnership combines two popular sports genres, providing fans with a dynamic sports viewing experience on Amazon Prime Video.
