From Niche Sport to Global Phenomenon-Thanks to "Drive to Survive"?

In the high-speed world of Formula 1, where every second counts, there's one game-changer that's been driving the sport's meteoric rise: "Drive to Survive." Since its inception, this Netflix docu-series has not only revolutionised how fans experience F1 but has also reshaped the entire landscape of motorsport. But how much has this smash hit program done for the juggernaut F1 anyway? 

Before the adrenaline fuelled drama of "Drive to Survive" hit screens in 2019, Formula 1 was largely seen as a niche sport, with only 14% of its viewership under the age of 25. However, with the series capturing the hearts and minds of audiences worldwide, F1's fanbase has undergone a remarkable transformation. Now, with 77% of new viewers falling into the coveted 16 to 35 demographic, Formula 1's total fan group is on track to exceed a billion, marking a seismic shift in the sport's appeal.

One of the most significant success stories of "Drive to Survive" has been its impact on Formula 1's popularity in the United States. Prior to 2018, US viewership hovered around a modest 550,000. Fast forward to today, and F1's American audience has exploded, with races now averaging approximately 70 million viewers. The US Grand Prix, in particular, has seen a staggering increase in attendance, soaring from 264,000 in 2018 to a whopping 400,000 in 2021.
With the 2023 Las Vegas race, US fans are sure to have exploded, as the race was a marquee event in an iconic town that felt as much video game as it did spectacle.

The ripple effects of "Drive to Survive" extend far beyond the track, with Formula 1's revenue and stock prices experiencing unprecedented growth. Revenue has surged from US$1.15 billion in 2020 to US$2.14 billion in 2021, representing an impressive 86% increase. Similarly, Formula 1's Liberty Media-owned stock (NASDAQ: FWONA) has seen a significant uptick, returning +62% since the premiere of "Drive to Survive" season 1 in March 2021. If the F1 wasn’t big enough business before, the rich got even richer thanks to a ‘Drive to Survive’.

In today's digital age, social media presence is key, and Formula 1 is leading the pack. With 49 million followers and a staggering 40% annual growth rate, F1's social media footprint continues to expand exponentially. Boasting 1.5 billion aggregate social media engagements, F1's content has become synonymous with viral success, cementing its status as a global powerhouse in the digital sphere. Let's just keep some of the lame celebrities off the track, especially those who have no interest in the sport.