In the first episode of Netflix’s hit docuseries, Formula 1: Drive to Survive, drivers are compared to fighter pilots. They are fearless, calculated, and have a terrifying willingness to put their lives on the line every day.
The entertainment these athletes bring to screens is impossible to deny.
And, the launch of Drive to Survive has only enhanced passion for motorsport, with the series serving as the catalyst for a younger generation becoming F1 enthusiasts.
The Melbourne Grand Prix took place last week, and while attendance peaking is partly due to the increase in available capacity, the rise in young attendees is undeniable.
Since Liberty Media acquired Formula 1 in 2017, they have worked tirelessly in their marketing and media department.
Formula 1’s revenue rose by 14% in 2024, bringing its value to $3.65 billion USD, as per reports from Liberty Media.
The reports also stated the sport had 1.6 billion cumulative TV viewers in 2024, a testament to Formula 1’s continued rise in popularity.
Liberty Media has overseen the release of seven seasons of Formula 1: Drive to Survive since 2019 and each is a recap of the F1 championship the year before, meaning viewers already know the results of the races.
The documentary captures interest through behind-the-scenes moments, discussions and rivalries that add a deeper narrative to Formula 1.
Grace Ricciardo, Daniel Ricciardo’s mum, said when she looks at the drivers, she thinks “that’s somebody’s child”.
The footage of Ricciardo’s mother watching him race, eyes fixated on the track, shows her profound concern. Viewers are drawn into this intimate moment and begin to feel the gravity of Formula 1 personally.
For a long time, sports management was focused primarily on the sport. The action of playing. The athleticism and the way that the team or athlete performs. Documentaries and social media are slowly shifting this narrative.
The producers of Drive to Survive know what they’re doing. Through storytelling and directorial choices, the series has managed to humanise the athletes, portraying them as not only F1 drivers but as individuals with hardships and dreams.
Viewers watch relationships form — and break.
Camaraderie, how deep loyalties are fostered, and the devastation of betrayal are all shown, allowing the series to feel personal and exclusive.
But, at the end of the day, every driver is there to win, whatever it takes.
When Lewis Hamilton announced he was leaving Mercedes for Ferrari, it wasn’t just another headline to viewers of the docuseries. They understood the gravity of the situation, and how big of a betrayal it felt to so many.
In today’s digital era, social media and constant access to the internet play a pivotal role in young audiences' engagement with Formula 1.
Formula 1 has continued to develop its engagement with younger audiences through social media, working to ignite an interest in the drivers, and in the sport.
Liberty Media made it a policy when they took over to allow drivers the opportunity to engage more with fans online, relaxing the social media regulations.
Fans feel connected to their favourite teams and drivers due to consistent posts, collaborations, and instant updates from various platforms, including X and TikTok.
Formula 1 currently has 10.4 million followers on TikTok and Lewis Hamilton has 39.2 million Instagram followers. The reach the sport has on social media is continuously increasing.
Even those who haven’t watched Formula 1 or the docuseries likely know who Lando Norris and Charles Leclerc are, thanks to the edits circling on social media.
These partnerships and consistency on social media have been incredibly efficient at achieving the goal of engaging a younger audience. Young people are reminded of Formula 1 each time they check their phones.
Being able to feel like you are rooting for someone you know personally, rather than a faceless driver, transforms the way viewers engage with sports.
You can celebrate their victories and mourn their losses alongside them.
Documentaries and social media have been used to increase engagement in other sports since Drive to Survive was released.
Australian women’s soccer team, the Matildas, released Matildas: The World at Our Feet which gave fans an insight into the individual journeys of players. They capitalised on their 2023 World Cup success through TikToks and social media posts, allowing fans to fall in love with the players' personalities while growing the women’s game at the same time.
The same team behind Drive to Survive also released Break Point on Netflix, a docuseries about tennis. It offered a behind-the-scenes glimpse into the lives of some of the most decorated tennis players, including Nick Kyrgios and Aryna Sabalenka.
Formula 1: Drive to Survive has helped reinvigorate sports media to capture a younger audience.
It has been the inspiration for an influx of sports documentaries, but none appear to have made an impact as strong as that of Drive to Survive.
You can watch Formula 1: Drive to Survive with Netflix subscription. The most recent season was released earlier this month on March 7.
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