THE SPEEDY RISE OF FORMULA 1
F1 has raced (💨) to the forefront of our minds as it continues to grow in popularity within the U.S. Gen Z’s recent interest partly drives the cause, as their interest has increased by 50% over the past two years. If you’re wondering why, we’ve got you covered.
1. NETFLIX’S “DRIVE TO SURVIVE” WAS A MAJOR WAVE OF FAN RECRUITMENT
5X INCREASE IN U.S.A. GOOGLE SEARCHES FROM WHEN THE SHOW WAS FIRST RELEASED IN 2019.
Source: Google Trends
The netflixification of F1 has contributed hugely to the uprise of the sport within the U.S. While not all fans agree with the sports portrayal due to fabricated rivalry and dramatized competition, no one can argue with the way the show was a catalyst to onboarding new fans.
2. GRAND PRIX TRACKS ATTRACT NEW & NEARBY FANS OVER NASCAR’S OVAL
THE MIAMI GRAND PRIX GARNERED 2.6M VIEWS, THE MOST IN U.S. HISTORY.
Source: ESPN
U.S. fans were energized by the premiere of the new U.S. track this year as they grew tired of NASCAR’s repetitive oval tracks. They are excited to watch races on F1 tracks winding around cities as they gravitate more towards F1’s sprint style race as opposed to NASCAR’s 5+ hour marathon races.
3. NEW FANS ARE HERE FOR THE PERSONALITIES… & THEIR LOOKS
VIEWERS INTEREST FOR F1 HAS INCREASED BY 22% WHILE INTEREST FOR NASCAR HAS DECREASED 11%.
Source: GlobalWebIndex
A genuine appreciation for the drivers personalities is a huge driver (!) for viewership as people appreciate the sportsmanship, dedication, and banter they bring. While there are many jokes about viewers of F1 being here for the drivers’ good looks, it does hold true… just not on the volume they’re referencing.
4. FEMALE FANS ARE INCREASING AS COUPLE INTERESTS’ MERGE
FEMALES IN RELATIONSHIPS ARE 2.7X MORE LIKELY TO WATCH F1 THAN SINGLE WOMEN.
Source: GlobalWebIndex
As couples spend more time at home together, more women are developing an interest in F1 as they watch with their partners. Their interest is gradually picking up speed as they watch throughout the season (both “Drive to Survive” and the Grand Prix races).
PERFORMANCE VS. ONLINE CONVERSATION
Note: This data was accurate as of June 6, 2022. Driver standings have since changed.
Source: Brandwatch, 01/01/22 - 06/06/22 | Formula1.com
FORMULA E IS BEING SEEN AS MORE OF A “FEEDER SERIES” AS IT BECOMES A NICHE INTEREST AMONG VIEWERS.
THE TOP 5 REASONS WHY FORMULA E IS GAINING POPULARITY IN THE U.S.
As the sustainability movement continues to grow, more consumers are interested in alternative energy.
The release of Gen 3 cars are attracting those who are interested in street racing or emerging technology.
There is a focus on street circuits, meaning the races are more accessible in terms of price & vision.
Electric vehicles are currently a trending topic gaining a lot of buzz and interest.
Consumers are seeking new spaces as they grow tired of F1’s elitist, gatekeeping tendencies.
Note: All social posts were sourced from Brandwatch
