The 64th Rolex 24 At Daytona set new benchmarks this year, drawing over 180,000 fans to Daytona International Speedway throughout the four-day race weekend, which included practice sessions, qualifying rounds, and support races. IMSA announced outstanding growth in both domestic and international audience figures, highlighting a significant rise in engagement across multiple platforms.
Surge in Global Streaming Numbers and Demographics
IMSA’s international broadcast of the event on YouTube, available in more than 210 countries, attracted 3.8 million live viewers. This marks a 30 percent increase compared to 2025, which was the first year the race aired live on YouTube. Notably, 63 percent of these viewers fell within the 18 to 34 age group, signaling a strong appeal among younger racing fans globally.
Domestic Broadcast Audience Doubles with NBC and Peacock
In the United States, NBC’s free-to-air broadcasts at both the race’s start and finish averaged over 1.1 million viewers, more than twice last year’s average of 491,000 across three TV windows. The coveted 18–34 demographic grew by 52 percent on NBC. Meanwhile, Peacock’s streaming service added 784,000 unique viewers, an increase of 102 percent from the previous year.
Leadership Reflects on Record-Breaking Event
IMSA President John Doonan expressed deep gratitude for the success of the 64th Rolex 24 At Daytona.
“In all aspects, the 64th Rolex 24 At Daytona was an all-time event. I’m humbled, honored and blown away by the incredible efforts of our staff, teams, manufacturers, drivers, partners, our teammates at Daytona International Speedway and most of all our fans, who contributed in so many ways to what was a record-setting WeatherTech Championship race at Daytona and start to our 2026 IMSA season,”
he said.
Expanding Digital Presence and Fan Community
The event’s boost in live streaming has helped IMSA’s official YouTube channel surpass 1.5 million subscribers, while its Instagram account now holds over one million followers. Across all official social media outlets, the series has amassed a following of 3.7 million people, reflecting its growing digital footprint and fan engagement worldwide.
IMSA CEO Highlights Strategic Growth Through Multi-Platform Access
Ed Bennett, IMSA’s CEO, discussed the deliberate strategy behind the brand’s growth.
“Over the past several years, we’ve followed a clear and intentional strategy to grow the IMSA brand, elevate the event experience and broaden how fans can engage with us — whether they’re at the track or watching through modern linear, streaming or social platforms,”
Bennett stated. He added,
“To see every one of those areas trending upward is incredibly rewarding. I’m proud of our entire community for helping drive this remarkable renaissance period of growth in sports car racing.”
Strong Early Streaming Numbers Set the Tone for the Season
Earlier live streams like the “Roar Before The 24” on YouTube also drew significant viewership, with over 250,000 unique viewers on Saturday night and more than 160,000 on Sunday morning, despite technical challenges during the latter broadcast. This early momentum set a positive tone for the entire IMSA season and demonstrated sustained fan interest.
Significance of the Record Attendance and Viewership
These record-breaking figures underscore a resurgence in sports car racing’s popularity, particularly for IMSA and the WeatherTech Championship. The expanding fanbase, especially younger audiences, suggests a promising future as the series continues to leverage digital platforms alongside traditional broadcasts. With momentum building early in 2026, IMSA’s combined focus on track experience and accessible media coverage could further strengthen its presence in motorsports worldwide.
