IMSA Reports 18.8% Growth in Digital Viewership at Sebring
IMSA has achieved significant growth in its digital audience during the Mobil 1 Twelve Hours of Sebring, demonstrating the success of its expanded digital strategy across multiple platforms.
The series reported 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 added more than 20,000 new YouTube subscribers during the race won by Porsche Penske Motorsport's No. 7 963 Hybrid GTP.
Race cars competing at high speed
IMSA's digital expansion strategy, launched in 2024, focuses on YouTube, Instagram, TikTok, and Facebook while maintaining its domestic coverage through NBC and Peacock. The series also offers live streaming of development series including:
- Michelin Pilot Challenge series
- Ford Mustang Challenge
- Lamborghini Super Trofeo series
- Mazda MX-5 Cup
- Porsche Carrera Cup North America
The organization's YouTube growth has been particularly noteworthy, with subscriber numbers 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 noted that these results demonstrate the global appetite for endurance sports car racing and validate their international streaming strategy.
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