IMSA experienced unprecedented digital growth in 2024, particularly on YouTube, where it nearly doubled its subscriber base from 290,000 to 571,000 - a 97% increase.

Key achievements in 2024:

• Total social media followers increased 40% to 2.1 million
• Social media engagement grew 160%
• Video views increased 70%
• Win The Weekend series generated 15.7 million views
• YouTube watch time doubled for second consecutive year

Digital platform breakdown (as of December 23, 2024):

• YouTube: 571,000 subscribers
• Instagram: 647,475 followers
• Facebook: 462,000 followers
• TikTok: 281,400 followers
• X: 182,259 followers

Strategic initiatives that drove growth:

• Launch of Win The Weekend Season 2
• Live YouTube race broadcasts, starting with Mobil 1 Twelve Hours of Sebring
• Expanded international accessibility through reduced geoblocking
• Focus on younger demographics (70% of YouTube subscribers under age 44)

Under Doug O'Donnell, who joined as Senior Director of Brand and Digital Strategy in June 2023, IMSA has transformed its digital presence. Despite joining YouTube later than competitors (2013 vs. IndyCar's 2006), IMSA has generated 115,915,103 views from just 1,797 videos, demonstrating the effectiveness of their content strategy.

The series' success on YouTube highlights the growing importance of digital platforms in motorsport, complementing traditional television broadcasts while allowing direct fan engagement and international audience growth.

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