The 2024 Rolex 24 at Daytona proved to be a tale of two audiences. While NBC’s linear TV ratings dipped for the final portion of the endurance classic—averaging 692,000 viewers, down from 792,000 in 2023—the event still saw an overall increase in total viewership thanks to a significant rise in streaming numbers.
The Growing Role of Streaming in Motorsports
The decline in traditional TV numbers highlights an important shift in how fans are consuming motorsports. With the race available on Peacock, many viewers opted to stream the event rather than watch on cable or network television. NBC Sports’ total three-window coverage of the Rolex 24 averaged 901,000 viewers, a 140% year-over-year increase, largely driven by digital platforms.
This follows a broader trend in sports broadcasting, where streaming is becoming a primary viewing option rather than just a supplement. The convenience of digital access, combined with the ability to watch across multiple devices, is making services like Peacock, ESPN+, and others crucial to motorsports growth.
What This Means for IMSA and Future Broadcasts
Despite the drop in NBC’s TV-only audience, the overall growth in Rolex 24 viewership is a positive sign for IMSA and endurance racing. The event’s rising digital numbers suggest that streaming will continue to play a bigger role in race broadcasts, potentially influencing how networks structure their coverage moving forward.
For IMSA, this shift could lead to expanded streaming options, more digital-exclusive content, and new ways to engage fans. As younger audiences increasingly turn to on-demand and online platforms, motorsports series must continue adapting to stay ahead.
The 2024 Rolex 24 demonstrated that endurance racing remains a growing product, but how fans watch is evolving. With streaming numbers climbing and traditional TV declining, NASCAR, IMSA, and other racing organizations may need to rethink their broadcasting strategies for the future.
