IMSA's digital platforms experienced unprecedented growth in 2024, particularly on YouTube where subscriber numbers nearly doubled from 290,000 to 571,000 - a 97% increase. The series' strategic focus on digital content has yielded impressive results across all social media channels.

Key achievements in 2024:

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

Digital presence as of December 2024:

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

Under Doug O'Donnell, who joined as senior director of brand and digital strategy in June 2023, IMSA expanded its YouTube strategy to include live race broadcasts and original content. The platform has proven particularly effective at reaching younger audiences, with over 70% of subscribers under age 44.

Since joining YouTube in 2013, IMSA has accumulated nearly 116 million views across 1,797 videos, despite its relatively late arrival compared to other racing series. The removal of geoblocking restrictions has helped IMSA reach a truly global audience through its digital content.

This digital transformation reflects IMSA's understanding that while traditional TV broadcasts remain important, direct fan engagement through owned digital platforms offers greater control and reach in today's media landscape.

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