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Netflix Puts Formula One On the Right Track

By November 4, 2021November 11th, 2021No Comments

Big news: U.S. viewership for Formula One racing is up 40% vs. 2019, thanks in large part to interest from the Netflix docuseries “Drive to Survive.”

Podcast: Formula One: The Iconic Motor Sport

U.S. viewership for Formula One (YoY growth):
1) 2018 – 547K
2) 2019 – 670K (↑ 22%)
3) 2020 – 608K (↓ 9%)
4) 2021 – 938K (↑ 54%)

Quote from Tim Hauraney – Commentator @ Formula One:
“I’ve never seen it like this, and I’ve been involved in the sport, in racing, since I was 9 years old.”

Quote from Zak Brown – Chief Executive @ McLaren Racing:
“I think it’s got to be the single most important impact for Formula 1 in North America.  Almost every comment you get from someone out of the U.S., they reference ‘Drive to Survive.’

Key details for Drive to Survive:
1) Netflix original
2) Debuted in 2019
3) 8 of 10 teams (no Mercedes or Ferrari) participated in the first season
4) All 10 teams participated in second and third seasons
5) Season 4 is currently filming


Video #1: Formula 1: Drive to Survive (Season 3) | Official Trailer | Netflix

Video #2: Netflix would ‘think about’ buyout to stream races

More: How Netflix Made Americans Care About the Most European of Sports

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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