How Drive to Survive on Netflix became F1’s Best business move

When Netflix’s Formula 1: Drive to Survive arrived in March 2019, few expected it to turn a niche, elite sport into a global pop-culture hit. The series pulled back the curtain on Formula 1, showing real rivalries, dramatic crashes, and outspoken team bosses that hooked even casual viewers.

More than entertainment, DTS became Formula 1’s smartest business decision, sparking major revenue growth, new fans, and a social-media boom among younger audiences. For social media managers, it’s a blueprint for how storytelling, personality, and access can transform a brand, showing how to turn followers into fans and extend reach far beyond your traditional audience.

Before DTS, Formula 1’s revenue was about $1.83 billion in 2018. By 2021, that number had grown to $2.14 billion, an 86 percent rise from 2020, helped by more races and growing global attention. By 2024, revenues reached around $3.4 – $3.65 billion, a new record. Sponsorship value climbed too, with DTS Season 4 generating over $42 million in brand exposure for partners such as Rolex and Heineken within two weeks of its release.

Nowhere was the DTS effect clearer than in the United States. In 2021, ESPN’s broadcasts averaged 934,000 viewers per race, up about 70 percent in three years. The sport reached new heights in 2024 when the Miami Grand Prix became the most-watched F1 event ever in the U.S., drawing 3.1 million viewers on ABC. A sport once seen as European has become a regular part of the American sports weekend.

Social media: F1’s digital turbocharger

F1’s digital presence supercharged this rise. In 2020, its social-media engagement jumped 99 percent, more than any other major sport. The mix of DTS storylines and fast-growing platforms like TikTok turned drivers into global influencers. By 2021, F1 was the fastest-growing major sports league on social media, expanding on TikTok, Snapchat, and Twitch while attracting a younger, more diverse fan base.

From storytelling to sponsorship gold

The human stories behind the sport opened big commercial doors. U.S. brands such as Oracle and Crypto.com signed major multi-year deals, and new events like Miami and Las Vegas sold out within days. The mix of Netflix drama, digital engagement, and strong sponsor interest created a powerful loop of visibility and growth.

Lessons beyond the paddock

For brands, athletes, leagues, and clubs, the Drive to Survive story is more than entertainment. It’s a lesson in how to connect with people. Fans don’t just want highlights; they want to know the humans behind the logos. By building personalities, showing daily life, and giving followers real access, organizations can turn attention into loyalty. When fans feel they genuinely know the faces and voices behind a team or brand, engagement becomes emotional instead of transactional.

The message is simple: build your characters, not just your content. Whether you are a small local club or a global brand, authenticity and storytelling are the keys to reaching new audiences.

What social media managers can learn from Drive to Survive: