The Impact of ‘Drive to Survive’ on Formula 1’s Popularity

Formula 1 (F1) has long been considered the pinnacle of motorsport, captivating audiences with its blend of cutting-edge technology, high-speed racing, and glamorous locales. However, for decades, the sport struggled to engage younger audiences and break into key markets like the United States. Enter Netflix’s documentary series “Drive to Survive” (DTS), which has played a pivotal role in transforming F1’s global appeal and fan base since its debut in 2019.

A New Era for Fan Engagement

Before the arrival of DTS, F1 faced significant challenges in attracting younger viewers. In 2019, only 14% of F1’s viewership was under the age of 25-30. The sport was often perceived as inaccessible and difficult to understand for casual viewers. However, DTS changed this narrative by offering an intimate, behind-the-scenes look at the world of F1.

The series humanized drivers and team principals, bringing out their personalities and the intense rivalry that exists on and off the track. It captured the tastes of viewers, mainly in markets where F1 had failed to pick up. As of May 2023, the series has been viewed by 6.8 million people, with 26 percent previously having no interest in F1.

Demographic Shift

One of the most important effects of DTS has been that it has managed to bring F1 to a younger and more diverse audience. The show has been credited with having reduced the average age of F1 TV viewers from 44 to 32. This shift is particularly valuable for commercial brands and broadcasters concerned about live sport’s ability to attract Gen Z viewers.

The demographic breakdown of DTS viewers is telling:

31% were aged between 18 and 29.

46% were women.

22% of F1 fans cite DTS as the reason they became interested in the sport.

This has influenced the entire F1 fan population. F1 fans are said to be currently 40% female, in contrast to an 8% female fan population in 20173.

The American Breakthrough

Perhaps the most notable impact of DTS has been its role in cracking the American market, long considered a holy grail for F1. The United States has seen a remarkable surge in F1 interest since the show’s debut:

In 2018, before DTS, U.S. viewership for F1 races averaged 554,000.

By 2022, overall U.S. viewership had reached 1.21 million, up 70% in three years.19

In 2023, F1 races had an average U.S. TV audience of 1.11 million, making it the second-most viewed F1 season in the country.

This growth in viewership has been accompanied by increased race attendance and the addition of new U.S. Grand Prix events in Miami and Las Vegas.

Global Impact on Viewership and Attendance

The impact of DTS has extended far beyond the United States. Globally, F1 has seen significant increases in viewership and race attendance:

The cumulative TV audience for the 2021 season reached 1.55 billion, up 4% from 2020.

The 2021 season finale in Abu Dhabi drew 108.7 million viewers, a 29% increase from the previous year.

Some of the markets that have seen high growth in cumulative audience are the Netherlands with +81%, France with +48%, Italy with +40%, and the UK with +39%. 27

Race attendance has also surged:

Before the pandemic, F1 saw average attendances of around 200,000 per race weekend.

By 2023, the average attendance per race had risen to nearly 300,000.

Three races in 2023 reached attendance above 400,000, and the British Grand Prix led with 480,00026.

Social Media and Digital Engagement

DTS has played a crucial role in boosting F1’s digital presence and social media engagement. The series sparked interest during lockdowns, leading to the creation of a vibrant online community of content creators who showcased new aspects of the sport.

This shift in fan engagement is evident in the way people discover F1:

22% find out about F1 through social media.

21% through family

14% through DTS3

F1’s official digital platforms have also seen significant growth:

Unique visitors to the F1 website and app rose from 48 million in 2018 to 113 million in 2021, a 33% annual growth rate. 4

Page views increased from 617 million to 1.6 billion in the same period, representing 36.2% annual growth. 4

Commercial Impact:

The increasing popularity the product enjoyed as a result of DTS has significantly impacted F1 commercially.

Revenue increased 24% to $887 million in Q3 of 2023 alone. 25

This has opened up new commercial opportunities, potentially leading to more American and South American drivers entering the sport.

Ticket sales for events like the Austin Grand Prix increased by 15% following the first season of DTS19.

The series has helped bring in more sponsors from the United States.

Challenges and Criticisms

Despite its overall positive impact, DTS has faced some criticisms and challenges:

Accuracy and Dramatization: Some F1 purists and drivers have criticized the show for overdramatizing events or creating artificial narratives for entertainment purposes.

Sustainability of Growth: Whether growth in popularity will be sustainable in the long term, especially once the novelty of DTS begins to wear off, is unknown.

Impact on Race Viewership: While DTS has undoubtedly increased interest in F1, the conversion rate from show viewers to race viewers is not as high as some might expect. In 2021, DTS activated about 300,000 people to watch F1 races the following year.

Declining Social Media Engagement: In 2023, F1’s social media engagement declined for the first time since 2018, with mentions down 70.7%, new followers down 49.2%, and social reach down 64.1%25. This could be attributed to the dominance of a single team (Red Bull), making the season less competitive and exciting for fans.

The Future of F1 and DTS

As DTS enters its sixth season, the question arises: has F1 reached peak popularity, or is there still room for growth? The answer likely lies in how F1 capitalizes on its newfound audience and addresses the challenges it faces:

Maintaining Competitive Balance: Ensuring close competition on the track will be crucial for sustaining fan interest, especially given the decline in social media engagement during Red Bull’s dominant 2023 season.

Expanding Global Reach: While DTS has been particularly successful in the U.S., there’s potential for growth in other markets, especially as F1 aligns its social media strategy with its global calendar.

Evolving Content Strategy: F1 teams have become content creators in their own right, with series like “McLaren Unboxed” garnering significant viewership. Continuing to innovate in this space will be key to engaging fans between races.

Balancing Entertainment and Sport: F1 must strike a delicate balance between catering to new fans attracted by the drama of DTS and maintaining the integrity of the sport for long-time enthusiasts.

Leveraging Technology: As viewing habits change, F1 will need to continue adapting its broadcast and digital strategies to meet fans where they are.

Conclusion

The impact of “Drive to Survive” on Formula 1’s popularity has been nothing short of transformative. By offering an intimate, dramatized look into the world of F1, the series has attracted a younger, more diverse audience and helped the sport break into previously untapped markets. The resulting surge in viewership, race attendance, and commercial opportunities has propelled F1 to new heights of global popularity.

However, the true test of DTS’s impact will be in F1’s ability to convert this initial surge of interest into long-term fan engagement. As the sport navigates the challenges of maintaining competitive balance, evolving its content strategy, and adapting to changing viewer habits, the legacy of “Drive to Survive” will likely be remembered as a pivotal moment in F1’s history—one that brought the excitement and drama of the world’s most prestigious motorsport to a whole new generation of fans.