IMSA recorded unprecedented digital growth in 2024, particularly on YouTube where its subscriber count nearly doubled from 290,000 to 571,000. The series implemented several key strategies that drove this success:

Key Achievements:

• 97% increase in YouTube subscribers (+281,000)
• 40% growth in total social media followers to 2.1 million
• 160% increase in social media engagement
• 70% growth in overall video views
• Doubled YouTube watch time for second consecutive year

Strategic Initiatives:

• Launch of Win The Weekend docuseries Season 2 (15.7M views)
• Introduction of live race streaming on YouTube
• Expanded international accessibility through reduced geoblocking
• Focus on reaching younger demographics (70% of subscribers under 44)

Digital Platform 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's leadership as senior director of brand and digital strategy, IMSA has successfully leveraged YouTube as its primary growth engine while maintaining strong presence across other social platforms. The series' digital-first approach has proven particularly effective in reaching international audiences and younger demographics.

Despite joining YouTube seven years after IndyCar, IMSA has generated 115.9M views from just 1,797 videos, compared to IndyCar's 143.3M views from 6,459 videos, demonstrating superior engagement per video.

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