Drive to Survive Season 5. Daniel Riccardo in Drive to Survive Season 5. (Courtesy of Netflix © 2023)
Perhaps just a couple of years ago, many jaded scene watchers would just have committed to the statement of “who the heck follows Formula 1 anymore these days anyway…”
Yet, here’s the thing, though: Thanks in no small part to this particular show called Drive to Survive on that little platform called Netflix, as well as things like fresh ownership by way of American live entertainment colossus Liberty Media, the long-running auto racing extravaganza has never been more popular right now than ever before.
Formula 1 boasts a massive global audience. In 2023, Forbes reported that its races collectively drew a record-breaking 5.7 million attendees. While attendance figures don’t directly translate to viewership, they indicate the sport’s growing fanbase. Beyond that, Formula 1 has been actively expanding its global footprint, adding new races like in Miami for the United States. This strategy broadens the sport’s appeal and attracts new demographics of fans.
(Image credit: Netflix)
Certainly, another important fact to consider is that these days, a revitalised pop culture engine has taken over the sport. Now, there’s things like driver ‘fancams’ on TikTok and not to mention a plethora of top magazine features on everyone from drivers to team owners. Even in the U.S., American audiences traditionally accustomed to Nascar have bought into F1, and brought with them a whole new world of moneymaking ploys.
After a 2023 season in which Red Bull Racing driver Max Verstappen won a remarkable 19 out of 23 races, a competitive 2024 season was certainly a welcome surprise for everyone as well. This newfound competitiveness from racers like Lando Norris, Oscar Piastri, Charles Leclerc and Lewis Hamilton – who have each won multiple races in recent months – has led to an increase in viewership, specifically in the U.S. with the Miami Grand Prix scoring 3.1 million viewers – the most in F1 history.
What’s more is that the races themselves are truly the best of both worlds. Not only do they have the rivalries, teamwork and competitive aspects of traditional sports competitions, they also provide plenty of entertainment through the medium of speed. To quote an infamous TikTok F1 edit, “What sport has stadiums that span cities? What sport makes even Vegas stop and stare?”
Of course not forgetting, social media has also been instrumental in propelling Formula 1 to a wider audience. In 2023, Formula 1 boasted over 180 million followers across its various social media platforms. This active online community fuels discussions, generates hype, and expands the sport’s reach even further.
(Image credit: Netflix)
Obviously, social media is also a huge factor in the spike of viewership with thousands of fan accounts and the hyperactive team and driver TikTok accounts. Yes, social media has been instrumental in fueling discussions, generates hype and further boost the sport’s reach.
If one simply opens TikTok and search for “F1,” you will come across thousands of videos – be it dramatic edits, funny videos, or F1 updates. Of course, all this social media hype has just added to the somewhat inaccurate, yet still very interesting narrative of F1 being one big reality show.
This fact has also been keenly highlighted through Nextflix’s Drive to Survive – a staple in the F1 paddock since 2018, and gaining more popularity each year.
Initially, teams like Ferrari and Mercedes refused to take part in the show, but after seeing the impact it had on viewership, decided to join in. Truth be told, the show is credited for bringing more than 360,000 new viewers to F1 between the 2021 and 2022 seasons alone.
Meanwhile, for the world’s leading automotive manufacturers, Formula 1 continues to serve as a real-world laboratory for groundbreaking technological advancements.
(Image credit: Netflix)
The relentless pursuit of speed on the track translates directly into innovations that find their way into everyday vehicles. Imagine lightweight yet incredibly strong carbon fibre chassis materials, honed on the racetrack, eventually trickling down to your next car, making it lighter and more fuel-efficient.
Formula 1 has been instrumental in developing advanced energy recovery systems (ERS) – technology that is now commonplace in very popular hybrid and electric vehicles. And of course, there’s also the constant competition between engine manufacturers in Formula 1, with research into cleaner, more powerful and incredibly efficient engines ultimately benefiting the cars driven by millions around the world.
For sponsors from the automotive sector, continued aligning with a Formula 1 team allows them to showcase their commitment to technological innovation and a culture of high performance. Seeing their logo emblazoned on a car that pushes the limits of speed and engineering still creates a powerful association, translating into consumer preference for the brand’s road-going vehicles.
Still from Drive to Survive. (Image credit: Netflix)
But beyond the technological marvel, Formula 1 is, at its core, a thrilling sport. The high-octane action on the track, with drivers battling for position at breakneck speeds, leaves audiences on the edge of their seats. The roar of the engines, the strategic pit stops, and the dramatic overtaking maneuvers all contribute to a captivating spectacle that’s unmatched in the world of sports.
For devoted and new supporters alike, Formula 1 transcends just a race; it’s a weekend-long immersion into a vibrant world fuelled by adrenaline and team loyalty. The roar of the crowd as their favourite driver takes the checkered flag is a testament to the emotional connection fans forge with the sport.
In the end, perhaps we can actually summarise that Formula 1 has found its way back to the hearts and minds of the masses simply by sticking to its commitment to championing cutting-edge technology and exhilarating competition, and also not forgetting the captivating human drama that unfolds on the track and behind the scenes of every race.
This article was first published in The Peak Malaysia’s February 2025 issue.
