Hagerty Channel Debuts on Prime Video
Rhea-AI Summary
Hagerty (NYSE: HGTY) launched the Hagerty Channel, a free ad-supported (FAST) channel on Prime Video, going live on Feb. 9, 2026.
The channel offers 24/7 programming with hundreds of hours of original automotive content, new weekly episodes, and flagship series such as ICONS, Revelations, and Barn Find Hunter. Hagerty video has over 785 million views.
Positive
- Distribution on Prime Video expands audience reach immediately
- Channel offers 24/7 programming with hundreds of original hours
- Existing video library with 785 million views supports discoverability
Negative
- Ad-supported model may limit near-term subscription revenue upside
- Content launch could increase ongoing production and marketing costs
Key Figures
Market Reality Check
Peers on Argus
HGTY was down 0.24% with mixed peer moves: WTM (-3.79%), MCY (-2.27%), SIGI (-1.17%), LMND (-1.81%), while KMPR rose 1.10%. No coordinated sector momentum flagged.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 03 | Auction results | Positive | -2.4% | Global Icons online auction closed with €18.3M sales and 90% sell-through. |
| Jan 27 | Award recognition | Positive | -2.9% | Hagerty-linked 1938 Alfa Romeo 8C won Peninsula Classics Best of the Best 2025. |
| Jan 20 | Auction previews | Positive | -0.2% | Broad Arrow announced Paris previews and high-value lots for Global Icons auction. |
| Jan 08 | Auction consignment | Positive | +1.1% | Announcement to auction Schumacher’s first F1 Grand Prix-winning Benetton B192-05. |
| Dec 18 | Business update | Positive | +2.1% | Broad Arrow reported $624M 2025 transactions with strong growth and expansion. |
Recent news has generally been positive while share reactions have often been negative, showing several instances of selling on good news.
Over the past few months, Hagerty has highlighted strong activity in its enthusiast-focused businesses. Broad Arrow reported $624 million in 2025 transactions with a 97% year-over-year increase, alongside high-profile auctions featuring Michael Schumacher’s 1992 Benetton B192 and rare Ferraris and Lamborghinis. Brand visibility was reinforced by awards such as The Peninsula Classics Best of the Best 2025. Today’s Prime Video FAST channel launch extends that enthusiast media strategy, building on prior growth in auctions and brand recognition.
Market Pulse Summary
This announcement extends Hagerty’s enthusiast strategy through a FAST channel on Prime Video, showcasing award-winning automotive content that has already accumulated over 785 million views. It builds on recent momentum from Broad Arrow’s strong 2025 transaction growth and high-profile auctions, as well as prestigious concours recognition. Investors may watch how viewership, engagement, and cross-selling into Hagerty’s broader ecosystem evolve alongside ongoing insider activity disclosed in recent Form 4 and 144 filings.
AI-generated analysis. Not financial advice.
Featuring Award-Winning Automotive Storytelling
"The Hagerty channel is another example of Hagerty making it more enjoyable to be a driving enthusiast," said Marc Burns, Hagerty's Senior Vice President of Brand and Marketing. "By bringing our team's authentic, award-winning content, driving enthusiasts will be able to indulge their passion even more easily."
The Hagerty Channel Lineup
The Hagerty channel delivers 24/7 programming with hundreds of hours of high-quality, original content, with new episodes every week. Fan favorites include:
- "ICONS" host Jason Cammisa delivers award-winning, cinematic deep dives into the cars and people that changed everything, blending history, engineering with full-throttle driving
- "Revelations" shares the untold stories of automotive legends, highlighting the big-picture reasons that some cars become famous: the development hurdles, the technical differences and the zeitgeist that created them
- "Cammisa's Ultimate Drag Race Replay" puts you in the driver's seat, pitting the fastest cars in the world against each other, with unique slow-motion, deep dive explanations that put performance into perspective
- "Barn Find Hunter" host Tom Cotter literally wrote the book on barn finds. Join him as he travels the country searching for forgotten classics in barns, backyards and scrapyards
- "Capturing Car Culture with Larry Chen" follows the world-famous car photographer as he takes viewers behind the lens and around the globe to see the people, places and passions that define modern car culture
- "The Driver's Seat with Henry Catchpole" takes us on a sensory journey behind the wheel of some of the most exciting and interesting cars on the planet, from a poster-worthy V12 supercar to the latest restomod
- "Driveway Finds" shows custom shop fabricator, Dustin Hallinan, and his high school shop teacher, John Brito, rescue classic cars from the brink and bring them back to life for themselves and others
Hagerty video content has received more than 785 million views and is also available on Hagerty.com and the brand's YouTube channel.
About Hagerty, Inc. (NYSE: HGTY)
Hagerty is a company built by drivers for drivers, protecting 2.7 million vehicles in
For more information, please visit www.hagerty.com or www.newsroom.hagerty.com.
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SOURCE Hagerty
FAQ
What is the Hagerty Channel launch on Prime Video and when did it go live for HGTY?
How many hours and types of shows does the Hagerty Channel on Prime Video offer for HGTY viewers?
Will Hagerty (HGTY) content on Prime Video be free or behind a paywall?
How might the Prime Video launch affect Hagerty's (HGTY) audience and brand visibility?
Where else is Hagerty video content available besides the new Prime Video channel for HGTY investors?
