IMSA's digital presence exploded in 2024, with YouTube leading unprecedented growth across all social media platforms.

YouTube emerged as IMSA's star platform, growing from 290,000 subscribers in January 2024 to 571,000 by year-end - a 97% increase. This growth surpassed IndyCar's 391,000 subscribers, despite IndyCar's 13-year head start on the platform.

Key factors driving IMSA's digital success:

• Launch of Win The Weekend docuseries Season 2, generating 15.7 million views
• Introduction of live race streaming on YouTube, starting with Mobil 1 Twelve Hours of Sebring
• Strategic focus on younger audiences (70% of subscribers under age 44)
• Doubling of YouTube watch time for second consecutive year

Overall social media growth:

• Total followers increased 40% to 2.1 million
• Fan engagement up 160%
• Video views increased 70%

IMSA's current digital footprint (as of December 2024):

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

While television remains important, IMSA's digital platforms provide direct control over content and audience engagement, enabling the series to craft targeted content and build stronger connections with fans worldwide.

The success of IMSA's digital strategy is credited to Doug O'Donnell, who joined as senior director of brand and digital strategy in June 2023, bringing experience from IRONMAN triathlon and NBA's San Antonio Spurs.

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