Formula 1 attracts more young people
Formula 1 is expanding its audience. Thanks to social media and the documentary Drive To Survive on Netflix, Formula 1 is attracting more and more young people.
Young people are becoming more and more interested in Formula 1. In the digital age, F1 aims to be everywhere. Since the acquisition of Formula 1 by Liberty Media in 2017, the company has expanded its networks to broaden its audience, reaching a younger audience. The Insights Family, a market research company on family, children, and parents, conducted several studies among 162,774 children aged 12 to 18 years. It is said that F1 is the second fastest growing sport on social networks with an annual growth of 36%.
This generation is super informed and constantly connected. They have access from a very young age to all the content they want. This presents both challenges and opportunities for content creators, brands, and properties.
Instagram and Tiktok are largely contributing to this phenomenon. Young people consume them rather than Twitter and Facebook. According to the same study, 47% of children aged 10 to 18 worldwide use Instagram. What’s more, F1 is increasing its number of active child fans. Its interest has increased by 17%, from 17.3 million to 20.1 million, while football has only increased by 6% during the same period. It is also noted that the documentaries “Drive To Survive” on Netflix have been watched by many people and have even helped to introduce this sport to new audiences.
(e) We are always thinking of creative and innovative ways to interact with new audiences and to showcase the sport that hundreds of millions of fans around the world already know and love. Through the use of social and digital platforms, we have been able to break down our often complex sport for the next generation of fans.
In this study, it is observed that Generation Z is more interested in Esports than traditional sports. 41% of children aged 3 to 18 watch electronic sports. An annual increase of 22%. The events of the F1 Esports series and the virtual Grand Prix races during the Covid-19 pandemic lockdowns have brought more visibility.
In addition to the highly appreciated content on the official F1 social media channels, fans are crazy about the engineering and innovation documentaries available on F1 TV. Formula 1 is becoming less elitist and moving in the right direction.
