IMSA Reaches Record Digital Audience at Sebring with 20% YouTube Growth
IMSA saw significant digital growth during the Mobil 1 Twelve Hours of Sebring, marking a successful expansion of their international audience reach through multiple digital platforms.
Race cars competing at high speed
The racing series experienced an 18.8% year-over-year increase in YouTube viewership, with live viewers growing from 505,000 in 2023 to 600,173 in 2024. Peak concurrent viewership reached 27,094, while the event attracted over 20,000 new YouTube subscribers.
IMSA's digital strategy focuses on:
- YouTube for international race broadcasts
- Live streaming of development series races
- Content distribution across Instagram, TikTok, and Facebook
- Domestic coverage through NBC and Peacock
The organization's YouTube growth has been particularly notable, with subscriber count increasing from 602,000 on January 1, 2025, to 821,421 by March 17—a 36.4% increase in just three and a half months.
IMSA President John Doonan emphasized the global appeal of endurance sports car racing, noting that the platform's success reflects strong international demand for racing content. The Sebring race, won by Porsche Penske Motorsport's No. 7 963 Hybrid GTP, demonstrated the effectiveness of IMSA's digital-first approach to growing its audience.
Beyond the main WeatherTech Championship, IMSA streams additional series worldwide, including:
- Michelin Pilot Challenge
- Ford Mustang Challenge
- Lamborghini Super Trofeo
- Mazda MX-5 Cup
- Porsche Carrera Cup North America
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