Formula One is executing a sophisticated media strategy to amplify its presence across North American markets, leveraging groundbreaking partnerships with streaming giants Netflix and Apple. The sport’s transformation under American ownership continues to redefine its global appeal and audience demographics.
The Netflix documentary series ‘F1: Drive to Survive,’ launching its eighth season this Friday, has fundamentally altered the sport’s cultural footprint. By offering unprecedented behind-the-scenes access to drivers, team principals, and racing strategists, the series has successfully attracted younger demographics and female viewers—demographics previously underrepresented in traditional motorsport audiences.
Liam Parker, Head of Communications for Liberty Media-owned Formula One, described these developments as ‘seismic changes in terms of where we were as a sport.’ Since acquiring F1 in 2016, Nasdaq-listed Liberty Media has aggressively pursued American market expansion where NASCAR and IndyCar have historically dominated.
Current metrics reveal significant growth potential: of F1’s estimated 800 million global viewers, only 52 million reside in the United States. ‘We’re not really scratching the surface in the US in terms of what we can do given the size of that audience,’ Parker noted during pre-season testing in Bahrain.
The sport’s media evolution continues with two major developments: the critical success of Brad Pitt’s Formula One feature film, which received four Oscar nominations including Best Picture, and the landmark broadcasting shift from Disney’s ESPN to Apple TV. The Apple partnership, valued at approximately $150 million annually according to US media reports, will feature five Grand Prix events broadcast in IMAX theaters across the United States.
F1 CEO Stefano Domenicali emphasized Apple’s role as ‘a new partner that is believing in us with a great plan of being the protagonist of the growth in the US.’
Beyond the United States, Formula One is strategically positioning itself for Latin American expansion. The emergence of Argentinian driver Franco Colapinto (Alpine), Mexican Sergio Perez (Cadillac), and Brazilian Gabriel Bortoleto (Audi) creates compelling narratives for regional audiences. Tom Rogers, co-executive producer of ‘Drive to Survive,’ noted: ‘Latin America is an enormous market, especially for Netflix,’ anticipating significant regional interest growth.