The Drive to Survive Effect on Formula 1
When Netflix launched its docu-series Drive to Survive in 2019, few predicted just how much it would change the sport of Formula 1. Once a niche motorsport, F1 has exploded into a global form of entertainment, with a huge increase in fans from the United States. The show took the grid's drivers and teams and turned them into household names, creating high-stakes drama that has kept fans engaged for seven seasons. Its success has not only boosted race views but also transformed Formula 1 into a cultural phenomenon that extends far beyond the track.
Before Drive to Survive, Formula 1 was mainly consumed in the European market, enjoyed by long-time enthusiasts who followed the technical and strategic side of the sport. Despite being deemed the pinnacle of motorsport, Formula 1 struggled to break into the United States consumer market. Motorsport leagues like NASCAR and IndyCar were already prominent. However, in 2017, Liberty Media acquired Formula 1 with a clear goal of expanding its global reach, and Drive to Survive became the way to do it.
The series introduced Formula 1 to a brand new generation of fans. Instead of focusing on the logistics of the sport, it highlighted rivalries, personal stories, and behind-the-scenes drama. Humanizing the athletes and dramatizing the team dynamics made the sport accessible to viewers who may have never watched a race before. A significant portion of its initial popularity stemmed from the time period, as it was released during the COVID-19 pandemic. With many people confined to their homes, media consumption surged, and reality television became increasingly popular, with other shows like Tiger King and Love Is Blind also receiving record views on Netflix. However, Drive To Survive remained relevant long after and managed to transform Formula 1 in the United States market. Attendance records from U.S. citizens spiked, two new U.S.-based races in Miami and Las Vegas were added to the calendar, and a surge of younger fans engaged with the sport through social media.
This boom has reshaped the business of F1, making it increasingly more marketable. Sponsors from various industries have jumped on the opportunity, seeing Formula 1 as an extremely attractive platform. Teams have leaned into digital short-form content to appeal to younger audiences and maintain excitement even between race weekends. Race weekends themselves have become a spectacle, drawing celebrities and influencers, hosting additional entertainment, and bringing mobs of screaming fans cheering for their favorite teams.
Of course, the show has not been without criticism. It has been accused of overdramatizing storylines throughout the series and creating false narratives. For example, the 2021 rivalry between Lewis Hamilton and Max Verstappen was painted to be mere hatred for one another. However, Max Verstappen objected to this narrative and claimed everything was edited to exaggerate the conflict between the drivers. Many critics also claim that Drive to Survive has ruined the sport by adding an emphasis on spectacle. As U.S. interest has grown, F1 has introduced tactics to appeal to its new crowd. Many races now have a large emphasis placed on flamboyant extras like costumes or performances, and critics claim the sport has become gimmicky and unfocused from the most important part of the weekend, the race.
Still, the impact is undeniable. Drive to Survive has not only grown Formula 1’s fanbase but also created a template for other sports. Since seeing the success of Drive to Survive, Netflix has created so many docu-series focused on various sports and athletes, such as golf, NASCAR, and football. With its expansion into live coverage, Netflix is positioning itself as a serious player in the future of sports, streaming important football games, and recently signing the WWE. Overall, Netflix was able to reframe what Formula 1 can be: not just a motorsport, but a cultural phenomenon.
