How Hollywood put F1 on the map again

"When I first watched Drive to Survive (DTS), I was hooked. It almost felt like a Hollywood movie: the tension, the rivalry, the drama," says American content creator Makenna Clizer. This statement summarizes how Formula 1 has undergone a transformation in recent years. Under the influence of American culture and marketing, the sport has changed, attracting a whole new fanbase in the United States.

F1 and Social Media: The New Generation of Fans

Clizer, who has a combined following of 20,000 across all her platforms, started her F1 TikTok account in December 2023. She explains, "I wanted to post about F1 and find other fans to talk to. Building a community was important to me." This highlights how Formula 1 is now more about connection through social media. Platforms like TikTok and Instagram play a key role in making the sport more accessible and appealing, especially to younger audiences.

Dutch fans also feel this appeal. "Social media bring us closer to drivers like Max Verstappen. Fans get exclusive content and updates and can quickly engage with race highlights through short, captivating videos," says Britsol Veareman, a dedicated F1 follower on Twitter with a large Dutch audience. This demonstrates that the influence of social media is not limited to the U.S. but also connects European fans with the sport in new ways.

What is Americanization?

Americanization refers to the influence of American culture on other countries. In Formula 1, this is reflected in how the sport is presented: more focused on entertainment, drama, and marketing, similar to the American sports world. This style appeals to new, younger fans, especially through Netflix and social media. Examples include the spectacular Grand Prix race intros, emphasizing rivalries and drama, much like American sporting events such as the Super Bowl.

The driving force behind this Americanization is Liberty Media, which took over Formula 1 in 2017. Since then, they have transformed the sport with a strong focus on the American market. Consider the addition of races like the Miami Grand Prix and the reintroduction of Las Vegas. Clizer has mixed feelings about this: "It's great that the sport is growing, but three races in the U.S.? That might be a bit much. Still, I have to admit they're doing a good job attracting new fans."

Drive to Survive: A Netflix Sensation

One of the biggest successes in reaching a new audience is the Netflix series Drive to Survive. According to Bas Jansen, this series was a major catalyst for new F1 fans in the Netherlands: "Max Verstappen's success had already attracted many Dutch followers to Formula 1. But DTS made people look beyond just their favorite driver. The series put rivalries and controversies in the spotlight, which appealed to many viewers."

Makenna Clizer confirms that the impact in the U.S. was similar: "Everyone I know who watches F1 started because of the Netflix series." This shows that the series has played a significant role in expanding the fanbase in both America and Europe. However, the way the success is experienced can vary from region to region.

Balancing Tradition and Change

For Dutch fans, the rise of American influences can bring mixed feelings. Traditions play a major role in the sport, and circuits like Spa-Francorchamps are sacred to European fans. "Traditions connect us to the roots of the sport," says Jansen. "It's important to preserve them, but it seems the focus is shifting to new, glamorous locations like Miami and Las Vegas."

Clizer understands these concerns. "I see the value of tradition, but there's also room for change to keep the sport modern and attractive." However, balancing tradition and innovation remains a challenge, especially for Formula 1's loyal European fanbase.

Social Media: An Opportunity for Accessibility

Despite the changes, the modern approach also presents opportunities, particularly through social media. Social media make the sport more accessible to younger audiences, regardless of their budget. "With the right content creators, F1 can build an even larger fanbase and give people more insight into what happens behind the scenes," says Clizer. Platforms like TikTok and Instagram allow fans to get close to their favorite drivers and teams, fostering significant engagement.

Jip Nijstad, a Dutch F1 fan, emphasizes that social media play a crucial role, especially for Dutch fans: "For many young people, this is the way to connect with the sport. Traditional media focus more on the technical aspects, but platforms like TikTok offer quick and accessible updates, contributing to the sport's popularity."