In 2024, streaming platforms like Netflix and Amazon Prime took a bold step into uncharted territory: live sports. The catalyst? A bizarre and much-hyped bout between Jake Paul and Mike Tyson. Sure, the fight itself was a clumsy spectacle—perhaps one of the most farcical “matches” in recent memory—but the numbers were staggering. Streaming live sports proved it could be a goldmine, opening the door for struggling sports to rethink their audience strategies. Now, with NASCAR’s new deals with Amazon, TNT, the CW, and even Twitch, the sport may have found a way to capitalize on this shift—and it could be a game-changer.

Netflix’s meteoric rise in live sports streaming was on full display in 2024. A staggering 65 million streams for the Tyson vs. Paul fight demonstrated the untapped potential of live sports on digital platforms. As Paolo Pescatore of PP Foresight noted, “Netflix reaffirms its leadership position and is running away in the streaming market.” Beyond the fight, Netflix’s investments in events like NFL Christmas Day games and upcoming WWE “Monday Night Raw” episodes showed that live programming could both boost subscriber numbers and attract advertisers.

For NASCAR, the shift to streaming makes perfect sense. Once a dominant force on cable TV, the sport has seen its viewership erode over the years, particularly among younger audiences. But the digital landscape presents a chance to reverse that trend. NASCAR’s $7.7 billion media rights deal brings Amazon Prime and Warner Bros. into the fold, marking a significant departure from its traditional cable-focused model. Under the new agreement, Amazon Prime will stream five Cup Series races, including the Coca-Cola 600 and the international race in Mexico City. Meanwhile, Warner Bros. will air races on TNT and its streaming platform Max.

This approach isn’t merely about shifting platforms; it’s about reshaping the way NASCAR interacts with its fans. For example, Amazon’s subsidiary Twitch will host streams of select races, enabling streamers to hold watch parties and engage directly with their audiences. This strategy could be pivotal in attracting younger, tech-savvy viewers who consume most of their media digitally.

Fox’s Tubi deal and Twitch’s role in NASCAR’s future

While NASCAR’s streaming shift is headlined by its Amazon and Warner Bros. Fox Sports isn’t bowing out. Instead, it’s doubling down on its free, ad-supported streaming platform, Tubi. As Adam Stern of Sports Business Journal reported, “.@NASCAR is to launch a free ad-supported television channel on the Fox-owned @Tubi streaming platform later this month, with 24/7 content that will include documentaries, re-airs of this year’s events, classic races, and video podcasts.”

For fans nostalgic for the Speed Channel—a cult favorite that vanished in 2013—this move feels like a revival. And the best part? It’s free. Unlike the $250 or so fans will need to shell out to access all the streaming platforms in the new media deal, Tubi offers a no-cost way to dive into NASCAR content, from classic races to behind-the-scenes features.

Fox’s use of Tubi signals a recognition of NASCAR’s deeply rooted fanbase. While the younger demographic flocks to Amazon and Twitch, Tubi caters to long-time viewers who crave a mix of nostalgia and fresh content without the additional cost. The platform’s accessibility ensures that NASCAR doesn’t alienate its core audience while chasing new ones.

Additionally, NASCAR’s Twitch streams could be a turning point. By leveraging Twitch’s interactive capabilities, the sport can foster a global community of fans. Streamers hosting watch parties, combined with Amazon’s high production values, could create a vibrant, modern way of experiencing NASCAR.

One of the most intriguing aspects of NASCAR’s new media strategy is its international expansion. The Mexico City race, set for June 15, 2025, will be the first Cup Series race held outside the U.S. since 1958. This bold move underscores NASCAR’s intent to grow its global footprint. The race will stream on Amazon Prime, making it accessible to a worldwide audience and introducing NASCAR to fans who may have never watched a race before.

“Ben Kennedy has proven to be the best gamble by NASCAR in recent years,” noted an industry insider. The grandson of Bill France Jr., Kennedy’s vision has already brought significant changes to the sport. His push to partner with Amazon could open new doors for NASCAR, both in terms of viewership and brand partnerships.

NASCAR’s media overhaul comes at a critical time. Traditional TV ratings have been declining, and younger generations are consuming media in entirely different ways. By embracing streaming, NASCAR is positioning itself for a brighter future—one where it can not only recapture its former glory but potentially surpass it.

Amazon’s deal alone brings immense potential. With Twitch streams, global accessibility, and Amazon’s reputation for top-tier production, NASCAR is poised to reach a broader and younger audience than ever before. Add in Fox’s Tubi platform, which keeps the sport’s history and core fans in the loop, and you’ve got a well-rounded strategy that could reshape NASCAR’s future.

As streaming becomes the dominant form of media consumption, NASCAR’s willingness to adapt might just make it one of the biggest success stories of this new era in sports entertainment.