🏎 F1's New Fans

How do F1's fans compare to other sports?

Good morning! A new crop of fans have arrived in F1 and they have a much different look than the traditional race fan. The new demographic is younger, more female and mostly American. Due largely in part to Netflix’s Drive to survive as well as F1’s innovative marketing efforts, it’s now become cool to be a fan of the global racing series and we think that’s, well, pretty cool…

📈 Trending 📈

F1’s New Fans

Formula 1 has seen a seismic shift in its fan demographics, with a younger and more female audience tuning in than ever before. The average F1 aficionado? Now 32 years old, edging out the NFL's 50 and NBA's 42. 📈

🎬 Drive to Survive on Netflix has definitely fuelled the change, but there's more to unpack. Otmar Szafnauer credits Liberty Media for mainstreaming the sport: "Netflix exposed the sport to everybody." 🍿

Will Buxton adds, “It's cool to like F1, it's not a niche thing anymore.”👓

Toni Cowan-Brown, emphasizing the economic power of young women, says: “They create relevance; buying tickets, attending GPs, and tuning in.”

Cristina Mace of TikTok fame believes F1’s allure lies in the continuous learning and the stories: "It's about the stories that Formula One brings." 📖

But, not all's rosy. Cowan-Brown warns of a potential plateau, stressing the need for F1 to truly cater to its dynamic audience: "We bring in this new core of people, but we don't cater to that audience."

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