The addition of Amazon Prime to NASCAR’s 2024 media rights deal opens up NASCAR to an interesting online entity. Twitch, which is owned by Amazon, has worked with other sports leagues before, which leaves us dying to know – should NASCAR find a way to get something on Twitch?
Twitch and The NFL
While Twitch is still predominantly used for video game live streams, that has not stopped them from Amazon moving putting their sports properties on Twitch. The most prominent example is Thursday Night Football. Few people may know that Thursday Night Football does stream on Twitch for FREE through the Prime Video channel.
The caveat is apparently that, according to isanyonethere10 on NFL Reddit, the stream only works on computers, tablets, and smartphones. TVs, therefore, are apparently not able to use this live stream. That Prime Video channel has 668k followers on Twitch.
Does this mean that NASCAR fans have a workaround to get the Amazon Prime broadcasts for free? Maybe, but, 2025 is a long way away. It’s also worth noting that Twitch has streamed Thursday Night Football since 2018, before Amazon Prime got the package.
Twitch also partnered with the NFL’s Las Vegas Raiders in 2019. According to Reuters, a new area called The Twitch Lounge was added to Allegiant Stadium in Las Vegas. However, there were no Raiders-related streams on Twitch that seemed to come as a result of this deal.
Reaching a Younger Audience
Twitch offers an interesting advertising opportunity for NASCAR. According to twitchadvertising.tv, 70% of those watching Twitch are aged between 18-34 years old. That is the exact demographic NASCAR is trying to chase.
Even if races are not streamed on Twitch like Thursday Night Football, Amazon can easily advertise their NASCAR coverage on Twitch. Maybe they can start bringing in some NASCAR gaming content creators to help promote Amazon Prime’s newest property to a younger audience. NASCAR gaming is undergoing an overhaul in 2025 with iRacing scheduled to release a new NASCAR console video game, so, the timing may work out perfectly.
However, Amazon does not do a lot of Thursday Night Football-specific things on Twitch, so, maybe they do not see value in putting NASCAR there. However, Amazon does have an incentive to promote at least their NASCAR events that they broadcast to Twitch viewers.
At the end of the day, Amazon Prime has the incentive to promote NASCAR on Twitch. However, it may come through content creators who play NASCAR video games. Twitch is a video game streaming platform, after all. However, it does reach a younger demographic, which NASCAR desperately needs.