people’s interest formula 1 It is not growing by chance, but because of the rapid digital outreach work done by Liberty Media. One of the biggest hits of today is the series drive to survive, available in the Netflix catalog since 2019. The program aims to give the category a different look, and a survey conducted by the Betway team shows that the result has been positive. For example, the growth in viewership in the United States is tied to a show that won a fourth season this year.
According to a survey by the Betway Insider blog, between 2020 and 2021, audience of F1 The United States alone increased by more than 58%. Globally, growth was 5% over the same period, and the category reached over 1 billion viewers. An abundance of fans, but this coming season is still expected to increase. In addition to the raging controversy in the mix, as was possible to see in the Bahrain GP, there is also the influence of the successful series on Netflix.
Drive to Survive debuted in 2019 and gives a different look behind the scenes formula 1, with interviews and footage that we don’t usually follow in traditional weekend broadcasts. For example, in the first season, the McLaren team gained a lot of prominence and attracted the attention of the curious. Meanwhile, in the season starting in March this year, the highlight was the feud between Verstappen and Hamilton, who won more than 80% of the 2021 race.
The survey also points to F1’s digital growth, one of the main targets of Liberty Medida, a company that paid US$4.4 billion in 2016 to control categories. Some statistics show that engagement on social networks has practically doubled in recent years. , For example, between 2019 and 2020, over 800 million users were reached, an increase of 99%. In other words, we are talking about a strong influence on digital media.
Teams feel the impact of the series
One curiosity is that not all teams approved the idea of drive to survive, but the ratings success caused some directors to change their mind. In a conversation released by the Betway team, F1 BettingMcLaren CEO Zac Brown admitted that the actual success the series had with this category was a big surprise. This made many people change their mind.
“It’s been a real success for F1. If it was just a show about cars on the track, it probably wouldn’t be a hit, but when you come to politics, change, rivalry, and that’s always the case, then I see no reason why it can’t last that long.” McLaren’s boss said. This shows that the approach of the teams to the series has completely changed.
One reason for this is the audience drive to surviveWhich has been viewed more than 50 million times so far. The third season which released in 2021 was the most successful and the makers hope to repeat it with this year. Another hope is for 2022, due to a season that promises to be even more intense than others. F1 Everything is there for the audience to be successful again, whether here in Brazil or in any other country.
In addition to a greater digital presence, especially with series on streaming platforms, F1 Emotions on the track should get more media attention. In the first GP of the year, for example, in Bahrain, Ferrari stunned everyone and scored 44 points with a double from Charles Leclerc and Carlos Sainz. A result that ended the dominance of Red Bull and Mercedes in the category.
the moment of F1 It is very different from the past and Liberty Media is working to bring the category back to the top of the ratings. Something that would be difficult, but would be possible with the help of digital resources. It is not just using social media but also creating series drive to survive Continue to be successful in the Netflix catalogue. All this helps the category a lot.