IMSA's digital presence experienced remarkable growth in 2024, particularly on YouTube where the series nearly doubled its subscriber base from 290,000 to 571,000 subscribers - a 97% increase. Here's how they achieved this success:

Key Digital Growth Metrics:

• Total social media followers increased 40% (from 1.5M to 2.1M)
• Social media engagement up 160%
• Video views increased 70%
• YouTube watch time doubled for second consecutive year

Strategic Digital Initiatives:

• Launch of Win The Weekend docuseries Season 2 (15.7M views)
• Introduction of live YouTube race broadcasts, starting with Mobil 1 Twelve Hours of Sebring
• Expanded international content reach with minimal geoblocking
• Focus on younger demographics (70% of subscribers under age 44)

Current Digital Platform Reach (as of Dec 23, 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 has transformed its digital presence. While both IMSA and IndyCar have limited TV broadcasts (11 and 17 races respectively), digital platforms provide unlimited opportunities for audience engagement and growth through controlled content distribution.

Despite joining YouTube seven years after IndyCar, IMSA has generated 115,915,103 views from just 1,797 videos, compared to IndyCar's 143,353,394 views from 6,459 videos, demonstrating IMSA's efficient content strategy and growing digital influence in motorsport.

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