Formula 1 in the Netflix Era
Over the past decade, Formula 1 has transformed from a niche motorsport followed by hardcore fans into a global phenomenon with a growing, younger audience. Once considered an elite and somewhat distant sport, F1 has now become part of the cultural conversation, attracting millions of new fans—many of them under 35.
The Netflix Effect
A big part of F1’s recent popularity can be traced to Netflix’s hit docuseries Drive to Survive, which first aired in 2019. The show offers a behind-the-scenes look at the drama, rivalries, and personalities inside Formula 1. It humanized the sport, focusing not just on races, but also on the emotions, struggles, and tensions within teams. Suddenly, F1 drivers became more than just helmeted racers—they became relatable characters.
According to F1’s own data, over 75% of Drive to Survive viewers were under the age of 35. The series played a major role in F1’s U.S. boom, where it has traditionally lagged behind sports like NASCAR and the NFL. Now, American cities like Austin, Miami, and Las Vegas host F1 races with sold-out crowds and celebrity-filled paddocks.
Big Business, Bigger Numbers
Formula 1 is not just a sport—it’s a billion-dollar business. In 2023 alone, the sport generated over $3.2 billion in revenue, driven by broadcasting rights, sponsorships, race hosting fees, and merchandise. The teams themselves are also becoming increasingly valuable. For example, Mercedes-AMG Petronas and Red Bull Racing are estimated to be worth over $1 billion each.
Sponsorships from global brands like Rolex, Heineken, and AWS keep flowing in, as marketers recognize the value of F1’s worldwide reach and its growing appeal among tech-savvy, affluent young fans. The sport’s social media presence has exploded too—F1 gained over 30 million new followers across platforms between 2019 and 2023.
Teams and Tech: The Core of the Sport
There are currently 10 teams competing in Formula 1, each fielding two drivers. Red Bull Racing has been dominating the recent seasons, led by Dutch driver Max Verstappen, who won the 2021, 2022, and 2023 championships. His aggressive style and cool-headed confidence have made him a standout figure for new fans.
Mercedes, once dominant with Lewis Hamilton at the helm, has been in a rebuilding phase. Still, Hamilton—one of the most successful F1 drivers in history with 7 world titles—remains a hugely popular figure, especially among younger fans who admire his activism and off-track presence in fashion and social issues.
Ferrari, the sport’s oldest and most iconic team, continues to attract attention despite a mixed performance on the track. Their young driver Charles Leclerc is often seen as the future face of the sport.
Newer or smaller teams like McLaren and Aston Martin have also gained traction, helped by charismatic drivers like Lando Norris and Fernando Alonso, and clever social media strategies that make fans feel like part of the team.
Shifting Gears to the Future
F1 is adapting to the future in more ways than one. The sport is pushing sustainability, with a target to become carbon-neutral by 2030. From hybrid engines to synthetic fuels and greener logistics, F1 is actively trying to modernize its image.
It’s also investing in digital experiences. F1 now offers fantasy leagues, esports competitions, and interactive race-day features. This helps engage younger fans who expect more than just passive viewing.
Additionally, F1 Academy—a new all-female racing series—launched in 2023 to promote diversity and inclusion, aiming to inspire the next generation of women drivers and engineers.
The Verdict
Formula 1 has successfully reinvented itself over the last 10 years. What was once a high-speed secret for diehard fans is now a fast-paced, dramatic, and deeply human sport that appeals to a broader, younger audience.
With billions in revenue, growing global events, and stars like Verstappen, Hamilton, and Norris in the spotlight, the future of F1 looks more exciting—and more accessible—than ever.
Whether you’re in it for the races, the rivalries, or the lifestyle, Formula 1 is proving that speed and storytelling are a winning combination.