'Drive to Survive' Impact: How Netflix Supercharged Formula 1's Worldwide Popularity

Formula 1 has undergone a radical shift in the last five years, and a large part of its increased worldwide popularity is being attributed to Netflix's popular docuseries, 'Drive to Survive'. The behind-the-scenes coverage of the streaming giant is generally regarded as the trigger for a fan base boom for F1, particularly among younger viewers and erstwhile untapped markets.

 

Fan Base Boom:

Ever since the launch of 'Drive to Survive' in 2019, F1 has seen a record-breaking rise in viewership. The sport boasts over 450 million fans worldwide, with major surges in the US, India, and South America—areas where F1 had previously fought for mainstream relevance.

 

Younger Audiences and Diversity

The narrative strategy of the series, covering driver rivalries, team tension, and character arcs, appealed to Millennials and Gen Z audience. Women represent close to 40% of new F1 supporters, consistent with recent polling, defying classical stereotypes.

 

Commercial Expansion

Sponsorship and broadcasting income have skyrocketed as brands rush to take advantage of Formula 1's renewed worldwide reputation. Fresh American races (such as the Miami and Las Vegas Grands Prix) and new sponsors are a testament to the commercial explosion.

 

Team and Driver Profiles

The unfiltered access to drivers and team bosses has made F1 personalities world celebrities. Social media interaction between teams and drivers has doubled, creating a year-round story that goes beyond the race weekends.

 

Leadership Insights:

F1 CEO Stefano Domenicali said in a 2025 interview,

"Netflix gave fans unprecedented access and humanized the sport. 'Drive to Survive' is now part of F1's DNA."

 

Conclusion:

Netflix's 'Drive to Survive' has not merely increased F1's viewership but actually redesigned the way worldwide sport is covered and consumed these days.

 

Source: F1 Global Fan Survey, Liberty Media earnings, Netflix and Formula 1 press releases, April 16, 2025.