NASCAR Returns to Mexico City, Sees Mixed Viewer Shift on Amazon Prime

NASCAR has returned to international competition with a Cup Series race in Mexico City, the first since 1958, broadcast exclusively on Amazon Prime Video. Prime Video's coverage features high production quality, including 1080p HDR and Dolby 5.1 Surround Sound, with over 70 cameras per event, receiving praise from fans for enhancing the viewing experience. However, the transition to streaming has led to a 21% decrease in overall viewership compared to last year's broadcasts on FOX and FS1, with recent races like Michigan recording some of the lowest audience numbers of the season. Despite the decline in total viewers, there has been a notable increase in younger demographics, with adults aged 18-34 rising by 34%, signaling a shift in NASCAR's fanbase. Meanwhile, older viewers aged 55 and above have decreased sharply by 40%, underscoring a demographic divide and a challenge in balancing traditional fans with new audiences. This shift has sparked debate within the NASCAR community about the sustainability and future direction of the sport's broadcast strategy.