Automotive: F1 Fever Grips America: One in Four Now Watch, with Gen Z in the Pole Position
- InsightTrendsWorld
- Jun 25
- 13 min read
Why it is the topic trending: Formula One's American Ascent: Why the Sport is Rapidly Gaining Popularity, Led by Gen Z
Significant Growth in F1 Viewership: A recent study reveals that 25 percent of the US population now follows Formula One at least "somewhat" closely, marking a major milestone for the sport's popularity in America.
Gen Z Driving the Fanbase: Notably, the 18- to 29-year-old Gen Z demographic emerges as the largest fan base for F1 in the US, indicating a strong connection between the sport and this younger generation.
Impact of "Drive to Survive": The Netflix docuseries "Drive to Survive" is identified as a key factor fueling the sport's growth in the US, effectively introducing and connecting new fans with Formula One on a personal level.
Broader Appeal Across Demographics: While Gen Z leads, Millennials (aged 30-44) also show significant interest in F1, with 31 percent following the sport, indicating a widening appeal beyond just one age group.
Overview: America's Need for Speed: Formula One Surges in Popularity, Captivating Gen Z and Millennials
The article details a recent study highlighting the significant growth of Formula One's fan base in the United States, with one in four Americans now following the sport. Notably, Gen Z is identified as the leading demographic driving this surge in popularity, closely followed by Millennials. The article attributes this growth largely to the success of Netflix's "Drive to Survive" docuseries, which has helped new viewers understand and connect with the sport. The study also reveals characteristics of American F1 fans, including their use of multiple screens, openness to summer travel, optimism about the future, and intention to replace appliances, further painting a picture of this growing audience.
Detailed findings: Data in the Fast Lane: Key Statistics from the Study on F1's US Fanbase
25 percent of the US adult population follows F1 at least "somewhat" closely.
Gen Z (aged 18-29) makes up the largest portion of F1 followers in the US.
Millennials (aged 30-44) are also highly engaged, with 31 percent following F1.
42% of Americans who watched a behind-the-scenes sports docuseries about a sport they don't typically follow say it encouraged them to start watching.
57 percent of Gen Z F1 fans were influenced by a docuseries to start watching.
45 percent of Millennials F1 fans were influenced by a docuseries.
86% of F1 fans use a second screen while watching TV. This includes 48% on mobile games or content and 23% scrolling social media.
50% of F1 fans are "more" likely to travel specifically to see friends this summer compared to last summer.
45% of F1 fans say they're at least "somewhat" optimistic about the future, compared to 33% of non-fans.
67% of F1 fans who own an appliance expect to have to replace at least one within the next six months, compared to 23% of non-F1 fans.
F1's growth in the USA has occurred since the takeover by Liberty Media Corporation in 2017.
The study received 1949 responses between June 11 and June 17, 2025.
Middle-income households (earning $50K-$100K annually) and residents in the Midwest and South are also more likely to follow F1.
Key success factors of product (trend): The Winning Formula: Why F1 is Captivating American Audiences
"Drive to Survive" Docuseries: The Netflix show played a crucial role in demystifying the sport and creating personal connections between viewers and the drivers and teams.
Increased Media Coverage and Accessibility: Since the takeover by Liberty Media, F1 has likely benefited from increased media attention and more accessible ways for Americans to watch races.
Glamour and Drama: The high stakes, intense rivalries, and glamorous lifestyle associated with Formula One provide compelling entertainment.
Global Appeal and International Competition: The global nature of the sport, featuring drivers and races from around the world, adds an element of international intrigue.
Technological Innovation: The advanced technology and engineering involved in F1 cars can be fascinating for a broad audience.
Key Takeaway: Gen Z Fuels F1's American Dream: Docuseries Proves a Potent Tool for Growing Niche Sports
The key takeaway is that Formula One is experiencing a significant surge in popularity in the United States, with Gen Z leading the charge in viewership. The success of the "Drive to Survive" docuseries on Netflix highlights the power of behind-the-scenes storytelling in engaging new fans and fostering growth for sports that might not have traditionally held mainstream appeal in America.
Main trend: Racing to the Top: Formula One's Surging Popularity in America, Driven by Gen Z and Docuseries Success
The main trend in sports viewership is the rapidly increasing popularity of Formula One in the United States, with Gen Z at the forefront of this growing fanbase, largely attributed to the engaging and accessible storytelling of the "Drive to Survive" docuseries.
Description of the trend (please name it): The American F1 Acceleration: Describing Formula One's Rapid Growth in the USA
The American F1 Acceleration: This trend describes the significant and rapid growth in the popularity of Formula One racing among the American population. This surge in viewership, notably led by Gen Z, is marked by increased media attention, accessibility to the sport, and a strong connection fostered through behind-the-scenes storytelling via docuseries.
Description of consumers article is referring to: Who's Watching the Grid? Describing the American Formula One Fan
Likely adults aged 18-44: Gen Z (18-29) and Millennials (30-44) are the primary demographics.
Middle-income households: Those earning between $50K and $100K annually are more likely to follow F1.
Residents of the Midwest and South: These regions show a higher propensity for F1 viewership.
Multi-screen users: They often use a second screen (phone, laptop, tablet) while watching TV, engaging in activities like mobile gaming, content consumption, and social media.
Summer travelers: They are more likely to travel specifically to see friends this summer compared to last.
Optimistic about the future: They tend to be more optimistic about the future compared to non-F1 fans.
Likely to replace appliances: They have a higher expectation of needing to replace at least one appliance in the next six months.
Influenced by docuseries: A significant portion, especially in younger demographics, started watching F1 after watching a behind-the-scenes sports docuseries.
Who are them: Primarily Gen Z and Millennial adults, residing in middle-income households in the Midwest and South, who are tech-savvy, multi-screen users, optimistic about the future, and influenced by behind-the-scenes sports storytelling.
What kind of products they like: While not explicitly stated, their optimism and intention to replace appliances suggest they may be in the market for household goods. Their interest in a global sport like F1 might also indicate an affinity for international products or experiences.
What is their age?: Predominantly between 18 and 44 years old, with Gen Z (18-29) as the largest segment, followed by Millennials (30-44).
What is their gender?: The article does not specify gender demographics for F1 fans.
What is their income?: More likely to be from middle-income households, earning between $50,000 and $100,000 annually.
What is their lifestyle: They likely have digitally integrated lifestyles, as evidenced by their multi-screen usage. Their increased likelihood to travel to see friends suggests an active social life.
What are their shopping preferences in the category article is referring to: Their likelihood to replace appliances in the near future indicates they might be actively considering purchases in that category.
Are they low, occasional or frequent category shoppers: The study indicates a significant level of engagement ("follow F1 at least 'somewhat' closely"), suggesting they are at least occasional, and potentially frequent, consumers of F1-related content and viewing opportunities.
What are their general shopping preferences - how they shop products, shopping motivations): Their tech-savviness suggests they are comfortable with online research and possibly online shopping. The influence of docuseries indicates they appreciate in-depth storytelling and personal connections to brands or activities.
Conclusion: The American Formula One fan is increasingly a younger adult, particularly in Gen Z and Millennials, who is digitally engaged, optimistic, likely from a middle-income household in the Midwest or South, enjoys using multiple screens, and was often drawn to the sport after watching a behind-the-scenes docuseries like "Drive to Survive."
What is consumer motivation: The Thrill of the Race and the Story Behind the Speed
Excitement of Motorsport: The fast-paced and competitive nature of Formula One racing provides thrilling entertainment.
Personal Connection Through Storytelling: Docuseries like "Drive to Survive" offer an intimate look into the lives and rivalries of drivers and teams, creating a personal connection for viewers.
Global Spectacle: The international locations and diverse cast of characters add to the appeal of a global sport.
Technological Fascination: The cutting-edge technology and engineering involved in F1 cars can be a significant draw.
Sense of Community: Following a popular sport can create a sense of community and shared interest among fans.
What is driving trend: Netflix, Liberty Media, and the Rise of Global Entertainment
Netflix's "Drive to Survive": This docuseries is explicitly credited with significantly expanding F1's American fanbase by making the sport more accessible and engaging.
Liberty Media's Efforts: The acquisition and management by Liberty Media Corporation since 2017 have likely led to increased promotion and accessibility of F1 in the US.
Globalization of Entertainment: The increasing availability of international sports and entertainment through streaming services allows American audiences to discover and engage with sports like F1.
What is motivation beyond the trend: Seeking Optimism and Connection in a Multi-Screen World
Escapism and Entertainment: Watching F1 provides an exciting and engaging form of escapism from daily life.
Social Connection Through Shared Viewing: The high percentage of fans using second screens to engage online while watching suggests a social element to their viewing experience.
Optimism and Positive Outlook: The study's finding that F1 fans are more optimistic about the future could be a motivator to engage with content that reflects a dynamic and forward-looking world like Formula One.
Conclusions: F1's Checkered Flag Moment in America: A New Era of Motorsport Fandom
Formula One is experiencing a significant surge in popularity in the United States, with Gen Z leading a growing and engaged fanbase. The success of "Drive to Survive" has proven to be a game-changer, demonstrating the power of storytelling in expanding the reach of niche sports. This trend signals a new era for motorsport fandom in America, with a younger, more diverse audience embracing the thrill and drama of Formula One.
Implications for brands: Pit Stop for Opportunity: Brands Looking to Engage the Growing F1 Fanbase
Target Digital-Savvy Gen Z and Millennials: Focus marketing efforts on online platforms and social media where these demographics are highly active.
Explore Sponsorship Opportunities within F1: The growing US fanbase presents attractive sponsorship opportunities for brands looking to reach a valuable demographic.
Leverage the "Drive to Survive" Effect: Partner with or create content that offers behind-the-scenes access and personal stories to connect with fans on a deeper level.
Recognize Multi-Screen Engagement: Develop strategies to engage fans across multiple devices during race events, potentially through interactive content or second-screen experiences.
Implication for society: A Global Sport Finds its American Groove: The Cultural Exchange of Formula One Fandom
The increasing popularity of Formula One in the US represents a growing embrace of global sports and cultures among Americans, fostering a greater understanding and appreciation for international competition and talent.
Implications for consumers: More Races, More Stories: An Exciting Time to Be an F1 Fan in America
American F1 fans can look forward to potentially more races held in the US, increased media coverage, and a growing sense of community with fellow fans as the sport continues its rise in popularity.
Implication for Future: Full Speed Ahead: The Continued Growth Trajectory of Formula One in the US
Given the strong foundation laid by "Drive to Survive" and the enthusiastic engagement of younger audiences, Formula One is likely to continue its growth trajectory in the United States, potentially becoming a mainstream sport in the years to come.
Consumer Trend: The Docuseries Effect:
Name: Story-Driven Sports Fandom
Detailed description: Behind-the-scenes docuseries are proving to be a powerful tool in attracting new fans to sports they might not typically follow, by offering personal narratives and accessible explanations.
Consumer Sub Trend: Gen Z's Need for Speed:
Name: Young Adopters of Global Motorsport
Detailed description: Gen Z is showing a particularly strong affinity for Formula One racing, embracing it as a source of entertainment and engagement with a global sporting event.
Big Social Trend: Multi-Screen Engagement:
Name: The Second Screen Spectator
Detailed description: Modern sports fans, especially younger demographics, frequently engage with a second screen (phone, tablet, laptop) while watching live events, using it for social media, gaming, or accessing additional content.
Worldwide Social Trend: The Globalization of Sports Entertainment:
Name: Fandom Without Borders
Detailed description: The rise of global sports like Formula One in non-traditional markets like the US highlights the increasing interconnectedness of sports entertainment worldwide.
Social Drive: Seeking Connection and Optimism Through Entertainment:
Name: Positive Engagement Through Spectacle
Detailed description: Consumers are drawn to entertainment that offers excitement, a sense of optimism, and opportunities for social connection, all of which Formula One provides for its growing fanbase.
Learnings for brands to use in 2025:
The Power of Storytelling: Invest in compelling narrative content, like docuseries, to build broader appeal for niche interests or products.
Target Gen Z on Digital Platforms: Recognize the significant influence and engagement of Gen Z on platforms like Netflix and tailor content and marketing accordingly.
Embrace the Multi-Screen Experience: Develop strategies that cater to fans who are likely to be using multiple devices while consuming content.
Strategy Recommendations for brands to follow in 2025:
Sponsor Behind-the-Scenes Content: For brands looking to reach a wider audience in sports or other areas, consider sponsoring or creating docuseries or behind-the-scenes content.
Develop Second-Screen Engagement Strategies: Create interactive content or experiences that complement live viewing or events.
Tailor Marketing Messages to Younger Audiences: Use language, platforms, and content styles that resonate with Gen Z consumers.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.: F1's American Traction: Riding the Wave of Storytelling to Engage Gen Z's Growing Fandom
The core trend is the significant growth of Formula One viewership in America, driven by Gen Z and fueled by the "Drive to Survive" docuseries; brands and companies in 2025 should recognize the power of storytelling and digital engagement to connect with younger audiences and consider sponsorships or content creation around niche interests that are gaining mainstream popularity.
Final Note:
Core Trend: F1's American Popularity Surge - Formula One is experiencing rapid growth in its US fanbase, led by Gen Z.
Core Strategy: Leverage Engaging Storytelling - Content like docuseries can be highly effective in expanding the reach of niche interests.
Core Industry Trend: The Rise of Global Sports Consumption - American audiences are increasingly embracing international sports.
Core Consumer Motivation: Entertainment and Connection - Consumers seek engaging entertainment that offers opportunities for connection and shared experiences.
Final Conclusion:
The remarkable rise of Formula One in the United States, with Gen Z leading a burgeoning fanbase thanks to the captivating storytelling of "Drive to Survive," underscores a significant shift in American sports consumption. This trend highlights the immense potential for niche sports to gain mainstream traction through strategic and engaging content, particularly when targeted towards younger, digitally native audiences. For brands and companies looking to connect with this influential demographic in 2025, the success of F1 serves as a powerful reminder of the importance of compelling narratives and leveraging digital platforms to build enthusiastic and dedicated communities around shared interests.
Core Trend Detailed: F1's American Surge: From Niche Sport to Mainstream Contender
The core trend is the remarkable and accelerating growth in popularity of Formula One racing within the United States. This transformation is characterized by a significant increase in viewership across a broader demographic, with a particularly strong engagement from Gen Z. This shift is largely attributed to the captivating storytelling and increased accessibility provided by platforms like Netflix's "Drive to Survive," which has successfully demystified the sport and forged personal connections with a new wave of American fans. Formula One is transitioning from a relatively niche motorsport in the US to a more mainstream form of entertainment, attracting a valuable younger audience and creating new opportunities for media, sponsorship, and fan engagement.
Key Characteristics of the Core trend: Speeding into the Mainstream: Key Features of F1's US Popularity
Exponential Viewership Growth: A substantial portion of the US population, including a dominant Gen Z segment, now follows F1.
Docuseries-Driven Engagement: The "Drive to Survive" series has proven to be a pivotal factor in attracting new fans and increasing overall interest.
Younger Demographic Leadership: Gen Z and Millennials constitute the largest portion of the growing American F1 fanbase.
Multi-Screen Consumption: F1 fans are highly engaged digital natives who frequently use second screens while watching races.
Broader Geographic and Economic Appeal: The fanbase extends across different regions (Midwest and South are notable) and includes middle-income households.
Market and Cultural Signals Supporting the Trend: Green Lights Ahead: Indicators Fueling F1's US Rise
Increased Media Coverage: Major sports networks and media outlets are giving more airtime and attention to Formula One.
Growing Number of Races in the US: The addition of multiple US Grand Prix events (Austin, Miami, Las Vegas) signals the sport's commitment to the American market.
Celebrity and Influencer Interest: Increased interest and attendance at F1 races by American celebrities and social media influencers further elevates its profile.
Social Media Buzz: Platforms like Twitter, Reddit, and TikTok are filled with discussions, highlights, and fan-generated content related to F1.
Liberty Media's Strategic Push: The ownership and promotional efforts of Liberty Media are aimed at expanding F1's reach and appeal in key markets like the United States.
How the Trend Is Changing Consumer Behavior: Racing to Engage: How F1 Fandom Impacts American Consumers
Increased Sports Consumption: Americans are adding Formula One to their repertoire of followed sports, diversifying their viewing habits.
Subscription and Streaming Uptake: To watch races and related content, fans may subscribe to sports streaming services or cable packages.
Merchandise and Experiential Spending: Growing interest in F1 is likely to lead to increased spending on team and driver merchandise, as well as potential attendance at races or viewing parties.
Social Engagement Around Motorsport: Fans are actively participating in online discussions, fantasy leagues, and social media sharing related to F1.
Potential Influence on Travel Plans: The increased likelihood of travel to see friends among F1 fans could be linked to attending races or sharing viewing experiences.
Implications Across the Ecosystem:
For Brands and CPGs:
Significant sponsorship opportunities within F1 to reach a valuable and engaged demographic.
Potential for collaborations and merchandise partnerships with F1 teams, drivers, and the league itself.
For Retailers:
Opportunity to stock and sell F1 merchandise, capitalizing on the growing fanbase.
Potential for hosting viewing events or promotions around race weekends.
For Consumers:
More options for high-quality motorsport entertainment.
Access to a global sport with compelling narratives and personalities.
Potential for more F1-related events and experiences in the United States.
Strategic Forecast: The Checkered Flag of Growth: F1's Projected Path in America
Formula One is expected to continue its upward trajectory in popularity in the US, potentially becoming a top-tier motorsport in the coming years.
The influence of "Drive to Survive" is likely to sustain, with each new season drawing in more viewers.
The increasing number of US races will further solidify the sport's presence and appeal.
Engagement with F1 among Gen Z and Millennials will continue to be a key driver of growth.
Areas of innovation:
Content Creation and Storytelling: Further development of behind-the-scenes content and documentaries to deepen fan engagement.
Digital Fan Experiences: Innovation in second-screen apps, interactive platforms, and virtual reality experiences to enhance race viewing.
Accessibility and Streaming: Making races and content more readily available through various streaming platforms and devices.
Esports and Gaming Integration: Leveraging the popularity of esports to connect with younger audiences and create virtual F1 experiences.
Final Thought: A New Era of Racing: America Embraces the Thrill of Formula One
Formula One's burgeoning popularity in the United States signifies a notable shift in the American sporting landscape. The engaging narratives woven through initiatives like "Drive to Survive," coupled with the inherent excitement and global allure of the sport, have resonated strongly with a new generation of fans. As Gen Z takes the lead in this growing fandom, Formula One is poised to become an even more prominent fixture in American sports culture, promising a thrilling ride ahead for both avid followers and newcomers to the world of high-speed racing.
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