IMSA audience grows over a third domestically as sportscar racing surges

IMSA reported that its domestic audience increased by more than a third while its international viewership rose by nearly a quarter during the previous year. The WeatherTech Sportscar Championship is experiencing a broader rise in popularity across North America and Europe, a trend that extends beyond the immediate impact of the Drive to Survive series on Formula 1.

The growth in viewership aligns with a shift in how motorsport content is consumed. Multi-hour, multi-class racing formats are finding better traction on streaming platforms and second-screen viewing habits compared to traditional linear broadcast television. IMSA President John Doonan described the current engagement as only the beginning of a larger trend, noting that passion is emerging from both on-site attendees and digital audiences. He cited the grid walks as a specific example, where large crowds gather for close proximity to the vehicles before each race starts.

The series features a mix of hybrid prototypes and GT classes, which include racing versions of road-going cars from manufacturers such as Porsche and Ferrari. These vehicles contribute to the visual appeal that Doonan believes is driving fan interest. Access to the paddock remains a key differentiator for IMSA events, with open areas allowing fans to interact with the sport in ways that other series do not typically permit.

Beyond broadcasting, IMSA is implementing initiatives to build long-term industry support. The organization is working to expose local high school students to the motorsport industry and has launched a partnership with ASE to train additional mechanics. These efforts aim to sustain the operational side of the championship alongside its expanding media reach.