IMSA Achieves Record-Breaking Digital Growth in 2024 Season
IMSA's digital presence experienced remarkable growth in 2024, particularly on YouTube, where strategic content deployment led to unprecedented audience expansion.
Key achievements:
- YouTube subscribers increased from 290,000 to 571,000 (97% growth)
- Overall social media followers grew 40% to 2.1 million
- Fan engagement rose 160%
- Video views increased 70%
IndyCar testing at Thermal Club
Digital Strategy Highlights:
- Launch of Win The Weekend docuseries (15.7M views)
- Implementation of live YouTube race broadcasts
- Doubled YouTube watch time for second consecutive year
- Strong youth engagement (70% of subscribers under age 44)
IMSA's Digital Presence (as of December 2024):
- YouTube: 571,000 subscribers
- Instagram: 647,475 followers
- Facebook: 462,000 followers
- TikTok: 281,400 followers
- X: 182,259 followers
Under Doug O'Donnell's leadership since June 2023, IMSA's digital strategy focused on YouTube content expansion and international accessibility. The series surpassed IndyCar's YouTube subscriber count (389,000) in September 2024, demonstrating the effectiveness of their digital-first approach.
Despite joining YouTube seven years after IndyCar, IMSA has generated 115,915,103 views from 1,797 videos, compared to IndyCar's 143,353,394 views from 6,459 videos, showing superior engagement per video.
The success stems from IMSA's strategic focus on digital platforms where they maintain direct control over content, complementing their traditional TV broadcasts on NBC while expanding their global reach.
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