DAYTONA BEACH, Fla. – Fans around the world are consuming IMSA content at record levels, as the sanctioning body continues to expand its reach through a combination of international television distribution, live streaming and digital-first storytelling.
Through a longstanding partnership with Greenlight International and the continued momentum of IMSA’s official YouTube channel, the organization is connecting with audiences in more countries, on more platforms and in more ways than ever before.
The growth reflects a significant shift in how motorsport fans engage with content. While traditional linear television remains an important component of IMSA’s international strategy, digital platforms have become an increasingly vital gateway for new fans to discover sports car racing.
Greenlight International continues to play a major role in that effort. Since partnering with IMSA in 2017, the agency has expanded the championship’s footprint worldwide, helping deliver IMSA content to more than 450 million households across 148 countries outside the United States. Live race coverage now reaches more than 120 international territories, complemented by magazine-style programming that showcases the personalities, manufacturers and stories that define the IMSA paddock.
Programs including Motorsport Mundial and Planet Speed continue to feature IMSA content throughout the year, helping drive awareness of the championship beyond race weekends and introducing new audiences to the sport.
“IMSA continues to resonate with broadcasters and viewers across the globe,” said Jon Quayle of Greenlight International. “The combination of elite manufacturer participation, world-class drivers and compelling competition creates a product that consistently performs well for our distribution partners. We have seen continued demand from both established and emerging markets, reflecting the growing international appeal of the championship.”
At the same time, IMSA’s digital audience has accelerated at a remarkable pace. The official IMSA YouTube channel now exceeds 1.86 million subscribers, making it the most-subscribed motorsports property in North America and one of the largest motorsport channels in the world.
The channel has evolved far beyond a race-streaming platform. The bedrock of the channel is live international streaming of IMSA WeatherTech SportsCar Championship events and global live streaming – including U.S. coverage – of IMSA Michelin Pilot Challenge, IMSA VP Racing SportsCar Challenge and IMSA-sanctioned single-make races. In addition, it serves as a destination for documentary-style features – such as the popular “Win The Weekend presented by Michelin” docuseries, race replays, onboard camera feeds, archival content, short-form highlights and behind-the-scenes storytelling.
Long-form race broadcasts continue to generate substantial viewing hours from audiences around the world, while shorter digital formats are attracting new fans seeking highlights, driver features and easily consumable race content.
The success of IMSA’s YouTube strategy underscores the growing appetite for always-available motorsports content. Viewers are increasingly engaging with races and original programming on their own schedules, creating year-round opportunities for fans to connect with the championship.
“Accessibility remains one of the foundations of our content strategy,” said IMSA President John Doonan. “Whether fans are watching through one of our global broadcast partners or engaging with us digitally, our goal is to make IMSA content available wherever they choose to consume it.
“The growth we’ve experienced on YouTube has been extraordinary. Reaching 1.86 million subscribers and becoming the most-subscribed motorsports property in North America is a significant milestone, but more importantly it reflects the passion of our fans around the world and the strength of our competition. Combined with the continued support of partners like Greenlight International, we’re introducing IMSA to and engaging with new audiences every day.”
As fan viewing habits continue to evolve, IMSA’s combination of worldwide television distribution, free international streaming and original digital content positions the organization to reach more motorsports enthusiasts than ever before, ensuring that the excitement of sports car racing remains accessible to a truly global audience.