NASCAR has moved partially into the world of streaming, and a larger move could happen in the future. However, CEO Steve O'Donnell doesn't think this will happen in the very near future.
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Speaking with CNBC's Squawk Box, O'Donnell spoke about NASCAR's current broadcast rights agreement and how getting on Prime Video has helped the sport bring in some younger fans over the first two years of this seven-year deal.
NASCAR has pushed to reach fans where they are watching content while also expanding the options for people who want to watch races. This is part of the drive to become a "must-have" sport by 2032.
"I think for us, it was important to do and to learn different things," O'Donnell said during the sitdown interview. "So when we were out, we're talking to David Ellison (Paramount Skydance CEO) about where they're going with Paramount.
"And he talked about the future of media rights and had kind of the barbell approach where you've got streaming, cable, network. And I think for (the) short term, that's a really good place for us to be to expose the sport. Longer term, you know, we'll see where it goes.
"I don't think we want to go all streaming right away, but we want to make sure that we're in front of as many eyeballs as possible."
This desire to be in front of viewers is not solely limited to the existing broadcast partners — Fox Sports, Amazon, Turner, and Versant. He knows that many potential NASCAR fans don't bother with the more traditional platforms.
Many watch content on YouTube or various social media channels, all platforms on which NASCAR has significantly increased its presence in recent years.
YouTube, in particular, has become the home of behind-the-scenes features. This includes drivers racing against RC cars, international "snack wars," and longform posts describing every driver in the Cup Series.
"Got to be on YouTube," O'Donnell said. "Got to be in places that younger fans may be tuning in, or people are being exposed to the sport."
While O'Donnell and NASCAR want to continue growing and reaching new audiences, they have to take a more patient approach. The current media rights agreement that began in 2025 runs through the 2031 season.
All of the Cup Series races will remain split between Fox Sports, Prime Video, Versant Media, and Turner. All of the O'Reilly Auto Parts Series races will remain on CW, and all of the Truck Series races will remain on Fox Sports platforms.
