Did netflix change the sport?

Formula 1 was once a sport dominated by hardcore fans. The thrill of the races and the complexity of the strategies were enough to keep the true enthusiasts engaged, but for the average viewer, it was often a world full of elusive technical terms, long seasons, and limited emotional connections with the drivers. That changed in 2019 when Netflix released the docuseries Drive to Survive. This series transformed Formula 1 from a niche sport into a global phenomenon, attracting millions of new fans who immersed themselves in the sport. But what exactly did the show do? And what does Formula 1 look like before and after the Netflix revolution?

One of those new fans is Tiana, better known as fromthefieldtothetrack on social media. She started watching Formula 1 because of Drive to Survive and quickly became part of the growing online F1 community. Today, she shares her insights and passion for the sport with her followers on Instagram and TikTok, where she has built a dedicated audience of thousands.

"Before Drive to Survive, I had no idea what Formula 1 was really about," Tiana says. "The series made the sport feel accessible—it introduced me to the drivers as people, not just athletes in helmets. I think that’s why so many people who never watched F1 before, including me, got hooked."

Formula 1 before 

To understand the impact of Drive to Survive, we must first take a step back and look at the period before the show. Formula 1, although always an international sport, struggled to attract new fans, especially outside Europe. The sport was known for its exclusivity and technical complexity, which posed a barrier for many potential viewers.

In 2010, Formula 1 still attracted a respectable 527 million viewers worldwide, but this number declined to about 352 million in 2017. The dominance of a single team, such as Red Bull in the early 2010s and Mercedes later, made the races predictable and sometimes boring for casual viewers. Although the sport remained popular in some regions, it struggled to reach a younger, broader audience, particularly in the United States.

"I think a lot of people assumed F1 was just cars driving in circles, but it’s so much more than that," Tiana explains. "The strategies, the rivalries, the mental and physical challenges drivers go through—most people didn’t see that side of the sport before Drive to Survive."

The launch of Drive to Survive

Everything changed in 2019. Drive to Survive brought Formula 1 to Netflix and gave fans, both old and new, an unprecedented look behind the scenes. While the sport itself revolves around races, lap times, and tactical decisions, the series emphasized the personal stories of the drivers, team principals, and the drama unfolding off the track. The human element of the sport was finally highlighted.

The show's success was immediately felt. The way the stories of drivers like Daniel Ricciardo, Pierre Gasly, and even team principals like Toto Wolff and Guenther Steiner were told created a deeper emotional connection with fans. For the first time, the dynamics within teams—the rivalries, tensions, and victories—were shared with a global audience in an accessible way.

"Drive to Survive made F1 feel like more than just a sport—it became entertainment," Tiana says. "You suddenly cared about the personalities, not just the results. And let’s be honest, F1 is full of drama. Seeing that side of the sport made it impossible to look away."

A Younger and more international fanbase

After the release of Drive to Survive, Formula 1 began an unprecedented growth phase. One of the most striking changes was the sport's explosive growth in the United States. Traditionally, F1 was a European affair, but thanks to the series, American audiences finally grasped what made the sport so appealing. Viewership in the U.S. increased by more than 40% following the launch of the show. In 2022, the Miami Grand Prix attracted a record 2.6 million viewers, the highest viewership ever for an F1 race on American soil.

But it wasn't just Americans who embraced the sport. Worldwide, there was an influx of new fans, with a notable increase among younger demographics. While the traditional F1 fan was often an older male enthusiast, Drive to Survive brought a more diverse, younger generation of fans to the sport. This shift is particularly evident on social media, where the F1 community is highly active on platforms like TikTok and Twitter. The new fanbase is interactive, engaged, and eager for more.

"I see so many people on TikTok discussing F1 now, making memes, sharing analysis, and just having fun with the sport,"Tiana explains. "That wasn’t really happening before Drive to Survive. Now, F1 is part of internet culture."