The 2024 Rolex 24 at Daytona delivered big on the track—and even bigger in the ratings. NBC Sports reported an average of 901,000 viewers across its three broadcast windows, marking an impressive 140% increase year-over-year (YOY). The surge was largely driven by significant growth in streaming on Peacock, which saw a 33% increase compared to last year.
Peacock’s Impact on IMSA Viewership
As sports streaming continues to gain traction, Peacock’s role in boosting IMSA’s audience is undeniable. The concluding portion of the Rolex 24 on Sunday became the most-streamed IMSA broadcast on record, a milestone that highlights the growing demand for digital access to endurance racing.
The shift toward streaming follows a broader industry trend where sports leagues are expanding their digital footprint to reach younger, tech-savvy audiences. NBC Sports’ multi-platform approach—airing the race on TV while simultaneously offering it on Peacock—proved to be a winning formula for IMSA.
What This Means for IMSA’s Future
The Rolex 24’s viewership spike is an encouraging sign for IMSA as it looks to continue growing its fan base. The combination of a thrilling race, strong driver lineups, and increased accessibility contributed to the record-breaking numbers.
With the IMSA WeatherTech SportsCar Championship gaining momentum, this success could pave the way for even more digital expansion, including enhanced streaming coverage and new broadcast strategies to keep the audience engaged.
As endurance racing continues to thrive, one thing is clear—the Rolex 24’s record-setting numbers prove that IMSA’s audience is bigger and more engaged than ever before.
