F1's fanbase is shifting — and the ‘Netflix effect' is only part of that [CNBC]
Liberty Media Corporation - Series A Liberty SiriusXM (LSXMA)
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But off the track, things seem incredibly simple. Since its release in 2019, “Formula 1: Drive to Survive” has been credited with everything from helping F1 crack the U.S. to rejuvenating the sport itself. These narratives not only oversimplify Netflix's impact on F1, but overshadow a broader shift in the way fans engage with sport. Proponents of the “Netflix effect” often point to a poll taken in 2022 which found 28% of American adults considered themselves to be F1 fans, with more than half crediting “Drive to Survive.” If this were true it would mean there were an incredible 72 million F1 fans in the U.S. alone. Perhaps more incredibly, it could mean nearly 71 million of them don't actually watch the races themselves. ESPN, which holds the exclusive rights to broadcast F1 in the U.S., averaged 1.1 million viewers per race in 2023 , fewer than IndyCar and less than a third of NASCAR viewership. One explanation why the show's popularity hasn't translated directly into F1 viewing
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