As the world of motorsports evolves, so does the way viewers consume their favorite sporting events. Rolex 24 might be one of the most prestigious races in the world, but its traditional TV viewership numbers have seen a steep decline this year. With multiple classes and long lengths, the endurance racing format has been struggling with television ratings, falling far short of other motorsports disciplines such as Formula 1 and IndyCar.
Even though crowds are turning up in record numbers at the Daytona International Speedway, people in seats are not translating to eyes on the screen, especially on NBC. Could the dwindling TV numbers indicate a pivot to streaming platforms?
Rolex 24 viewership numbers explain consumer behavior
Traditional TV viewership is on the decline across the world. In an era of streaming services, fewer fans are paying for cable to stay up to date with the latest motorsports action. In 2023, the Rolex 24 at Daytona on NBC hit 986,000 viewers during the final hour of the first GTP hybrid race. On the other hand, the final hour numbers slipped to only 792,000 viewers in 2024, a steep decline that might indicate a difference in the way media is being consumed by fans.
Sports Business Journal’s Adam Stern wrote on X, “@NBC was actually down in its linear TV window for the end of the Rolex 24 — 692,000 this year versus 792,000 last year — underscoring how streaming is becoming more important for racing ratings since the event ended up overall. @Nielsen’s TV-only figure was 986,000 in 2023.” With nearly 100,000 viewers less in 2025 compared to last year, it’s clear that fans are watching more races online (streaming) instead of cable TV.
The pivot is understandable. By switching to streaming, fans can watch the Rolex 24 at Daytona from phones, laptops, tablets, or smart TVs, making it a more flexible option, especially for a race that goes on for an entire day. In many cases, watching a race online can be more affordable than cable TV as well, and provides better features such as multiple camera angles, and real-time data. Recognizing the change in consumer behavior, the International Motor Sports Association (IMSA), which organizes the Rolex 24, has begun its own streaming service called IMSA.tv for fans across the globe.
.@NBC was actually down in its linear TV window for the end of the Rolex 24 — 692,000 this year versus 792,000 last year — underscoring how streaming is becoming more important for racing ratings since the event ended up overall.
@Nielsen‘s TV-only figure was 986,000 in 2023. pic.twitter.com/2Iq4ZqVsFg
— Adam Stern (@A_S12) February 3, 2025
According to IMSA President John Doonan, last year’s iteration of the Rolex 24 had a total of 4 million unique viewers, including those using NBC and IMSA’s streaming service. With the total audience being significantly higher than the traditional TV viewership, it’s fair to say that the majority of fans have made their preference known in no uncertain terms. However, that doesn’t mean cable is history just yet, as David Pettit, the senior vice president of marketing and business operations for IMSA said that the sanctioning body is using the “backbone of linear TV that is driving a process that is building momentum for us.”
IMSA’s YouTube channel gets millions tuning in
The 63rd iteration of the Rolex 24 at Daytona was a historic one. Held at Daytona International Speedway, the prestigious event achieved a milestone in viewership of its live broadcast on YouTube, indicating just how popular the iconic race is in the motorsports community. Just last year, IMSA, the sanctioning body of Rolex 24, expanded its digital broadcast presence and has seen significant growth in terms of subscribers and viewership numbers.
However, the live stream of Rolex 24 surpassed expectations, with IMSA claiming two million fans tuned in to watch the endurance race. Fans have nearly tripled the number of subscribers the IMSA YouTube channel has gained in the last year with 750,000 subscribers as things stand. Making a race available for free which would otherwise need cable TV or a subscription plan is a genius move by the organization as they look to compete with IndyCar and Formula 1 in terms of viewership numbers.
It’s clear that streaming services are the present and future of motorsports consumption. The younger and tech-savvy audience doesn’t want to be limited to their television screens anymore to catch up with the latest racing action. Giving fans flexibility and affordable options will help grow the sport in the longer run while attracting the next generation of fans to keep the sport sustainable. Traditional TV has been a thing of the past for years now, and it’s time the sporting world adapts to the change or risk becoming irrelevant in a digital world.
The post Dwindling Rolex 24 Viewership Highlights Streaming Importance appeared first on EssentiallySports.
