Formula 1 looks to streaming giants for growth boost

Formula One finds itself well established in the United States with its American ownership and three Grand Prix races, yet it continues to seek new ways to elevate its growing popularity. The sport’s expansion into the U.S. is being bolstered by partnerships with tech giants like Netflix and Apple.

The recent start of “F1: Drive to Survive,” a critically acclaimed eight-season series on Netflix that offers unprecedented access to F1’s inner workings, has catalyzed an increased audience in the United States. This documentary dives into every aspect of the sport—racing drivers, team managers, and even owner strategies.

Though some critics argue that it overly dramatizes tensions between competitors for entertainment value, “Drive to Survive” has successfully introduced a younger demographic, particularly women, to F1 motorsport. This influx of viewers is attributed in part to F1 now hosting three Grand Prix races within the United States, including events in Miami, Austin, and Las Vegas.

Despite a global audience that spans over 800 million viewers—of which only about 52 million reside in the U.S.—Liberty Media’s head of communications Liam Parker believes there remains significant room for growth on American soil. “Drive to Survive” co-executive producer Tom Rogers also acknowledges this potential, noting F1’s recent success with its film adaptation starring Brad Pitt and plans for expanding coverage at giant-screen IMAX theaters across the country.

The partnership between Formula One and Apple TV represents a strategic move towards tapping into the tech giant’s vast subscriber base. This year, five of the 24 Grand Prix races will be broadcast exclusively via Apple TV, a deal reportedly valued at $150 million per annum.

Beyond the United States, F1 is also eyeing opportunities in Latin America, where it anticipates growing interest fueled by influential drivers like Franco Colapinto, who competes for Alpine as part of Argentina’s driver roster. Other notable Latin American talents drawing viewers include Mexican driver Sergio Pérez with Cadillac and Brazilian Gabriel Bortoleto with Audi.

In the realm of technology, Formula One cars are characterized by their speed regulation—a testament to engineering prowess where high cornering speeds necessitate vast aerodynamic downforce. This is generated through front and rear wings, as well as underbody tunnels that have become standard features in modern F1 vehicles.

The blend of electronics, aerodynamics, suspension, and specialized tyres defines the racing cars’ performance capabilities, with traction control and launch assist technologies contributing significantly to their competitive edge. While these aids were temporarily reintroduced for a brief period from 2001 to 2004, they have since been permanently banned, emphasizing the sport’s ongoing commitment to harnessing technology within strict parameters.