The drive for popularity: F1's Netflix success story

Formula 1 has seen a remarkable resurgence in the US since Netflix's Drive to Survive premiered in 2019, with average per-race viewership up 71% within three years and Miami and Las Vegas joining the race calendar to capitalise on the momentum.

A deliberate digital push

The transformation traces back to Liberty Media's 2017 acquisition of F1, which invested heavily in streaming, social and behind-the-scenes content aimed at younger fans — a sharp break from the previous regime, whose leadership had openly dismissed the value of social media.

"What it gives you is a small insight behind the scenes, and it's engaging a new audience," Red Bull Racing's Christian Horner told GQ.

Real-world impact

Ticket sales have followed suit — this year's Australian Grand Prix drew 419,000 fans, with 40% of ticket-holders women, up from a typical 25%, while the British Grand Prix sold out its 142,000 race-day tickets in record time. Not every driver is fully on board — reigning champion Max Verstappen has criticised the show for manufacturing rivalries — but the commercial impact for F1 is undeniable, and other sports are already racing to replicate the formula.