Formula 1: Speed, Stars and Billions.

Formula 1 has transformed from pure racing into a global entertainment powerhouse. With Hollywood involvement, booming social media, and billions in revenue, the sport is advancing at a rapid pace.

Formula 1 (F1), owned by Liberty Media, reported revenues of $1.126 billion in Q2 2025, a 41% increase compared to the same period last year. Broadcasting rights, sponsorships, and the buzz surrounding the Brad Pitt-led Apple movie contributed to the growth. Annual revenues are expected to pass $3.5 billion.

The financial model is strict but rewarding: 50–60% of earnings go back to the teams as prize money, while cost caps regulate spending ($135M per team, set to rise to $215M in 2026). At the same time, F1 continues to reinvent its fan experience through premium hospitality, social media content, and digital activations.

What Drive to Survive Has Meant for F1

The Netflix docuseries Formula 1: Drive to Survive has become a pivotal force in the sport’s modern evolution, turbocharging its appeal beyond traditional racing fans.

Here’s how:

  • In 2025, Drive to Survive remained the most-watched sports documentary on Netflix, registering 10.4 million views during the initial window, although this represented a slight decline (approximately 16%) from the prior year.

  • For Season 5, Netflix reported 16.9 million views (Feb 2023 – June 2024).

  • The ripple effects are visible in broadcast records: in 2023, eight races in the U.S. broke TV viewership records. The average viewership across ESPN, ESPN2 and ABC was about 1.11 million viewers per race, nearly double earlier averages in the U.S.

  • More broadly, Drive to Survive has been credited with significant growth in U.S. audiences and heightened media attention in markets where F1 was previously niche.

  • Survey data hints at demographic shifts: in a YouGov study covering 18 markets, 26 % of Drive to Survive viewers had no prior interest in racing, and the audience was relatively balanced gender-wise (46 % female).

In essence, Drive to Survive served as a bridge, converting casual viewers into engaged fans. It amplified narratives, personalities, rivalries, and the behind-the-scenes drama in a way traditional race coverage seldom did. For brands and sponsors, that new emotional entry point into F1’s storytelling opens up powerful creative opportunities.

From a social media perspective, F1 is a masterclass in creating global conversations. The blend of tradition and Hollywood-style storytelling inspires brands to think bigger. We see huge opportunities for companies, both national and international, to join this ecosystem and engage new audiences.

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