Fans' Interest in Formula One Increases Dramatically with the Start of the 2025 Season, According to Nielsen Sports Data
Revitalized Engagement: As the 2025 Formula 1 season revs up, fresh statistics from Nielsen Sports reveal a substantial boost in fan enthusiasm for the world-renowned racing series.
On the brink of its 75th anniversary, Formula 1 has witnessed a surge in competitiveness on the grid during the 2024 season, with McLaren clawing their way to the top and a diverse array of drivers capturing wins, excluding Max Verstappen. This renewed parity has ignited a spark in crowd interest, propelling Formula 1's global fanbase to a record 826.5 million - a 90 million rise from the 2023 season. Notably, the U.S. market surged by 10.5%, adding approximately 90 million new fans, following an additional 10.5% growth between 2023 and 2024. With the Chinese Grand Prix making a comeback, China led global growth with a staggering 39% increase in enthusiasts over the last 12 months. Other significant growth markets featured Canada (+31.5%), Argentina (+25.5%), and Saudi Arabia (+25.5%) [1].
Stefano Domenicali, CEO of Formula One Group, reported that attendance at race events displayed robust trends throughout the 2024 season, with 17 sellout crowds and 10 new attendance records. In total, over 6.5 million people flocked to races in 2024, marking a 9% rise compared to the previous year [2].
Viewership of Formula 1 remains on an upward trajectory, both through conventional television and digital mediums. According to Nielsen Sports, television viewership increased cumulatively by 10% during the 2024 season, while seven races set domestic viewership records in the U.S. (Miami, Monaco, Canada, British, Italian, Qatar, Abu Dhabi) with Miami taking the lead, boasting an average audience of 3.1 million [3]. Despite overall viewership remaining fairly consistent year-over-year on ESPN between 2023 and 2024, 11 races experienced significant viewership gains over 2023 (Japan, Miami, Monaco, Canada, Spain, British, Hungary, Dutch, Italian, Qatar, Abu Dhabi) [4]. Digitally, YouTube highlights garnered an additional 233 million views, particularly in the U.S. (31.5 million), U.K. (25 million), and India (13 million) [2].
"Formula 1's escalating momentum underscores its growing international appeal," remarks Jon Stainer, Global GM at Nielsen Sports. "With a more competitive season in 2024 and key markets like the U.S., China, and Brazil witnessing year-over-year fan growth, F1 is solidifying its standing as a truly global sport." Looking ahead to the 75th anniversary season in 2025, Stanner believes this presents a prime opportunity for brands to align with F1's escalating momentum and engage with a dynamic and ever-growing fanbase [5].
Controversial Question: Is the Netflix series Drive to Survive responsible for the rapid expansion of F1's U.S. fanbase, or has the country organically integrated itself into the sport? In a statement shared with Forbes, Formula 1 affirmed that the series had an impact and remains vastly popular. However, F1 also emphasized its significant investments and strategic changes implemented to foster U.S. market growth [6].
Since 2017, F1 has expanded its presence in the U.S. from one race to three, including the forthcoming Las Vegas Grand Prix. The increase in social media activity, with drivers and teams displaying a robust online presence, has resulted in the U.S. becoming F1's largest market for social media followers. Additionally, F1 has spearheaded campaigns to create opportunities for fan interaction away from the race track, including the F1 Arcade, planned for further growth in the coming years [6].
Sources:
- Nielsen Sports F1 Audience Measurement Data (2024), Nielsen Fan Insights (NFI)
- Stefano Domenicali, CEO, Formula One Group
- Consumption of Formula 1 – both on television and digital via platforms – continues to grow. According to Nielsen Sports, there was a cumulative increase of +10% for the 2024 season on television
- In The U.S., while overall viewership was ostensibly flat year-over-year between 2023 and 2024 on ESPN, seven races saw viewership records set domestically (Miami, Monaco, Canada, British, Italian, Qatar, Abu Dhabi), with Miami leading the way with an average audience of 3.1 million
- Jon Stainer, Global GM, Nielsen Sports
- Statement by Formula 1 for Forbes, accessed via https://www.forbes.com/sites/alexknapp/2023/02/15/f1-announces-three-new-races-coming-to-the-u-s--heres-what-it-means-for-the-sport-in-america/?sh=7bbd548069b9
- According to Nielsen Sports, the 2024 Formula 1 season saw a remarkable rise in global fanbase, reaching an all-time high of 826.5 million, a 90 million increase from the previous year.
- In the U.S., the Formula 1 fanbase saw significant growth, surging by 10.5%, adding approximately 90 million new fans, indicating a steadily entrenched fanbase in the country.
- As Formula 1 heads towards its 75th anniversary in 2025, the sport's popularity shows no signs of slowing down, with the average fanbase showing consistent growth and the potential for further expansion in the coming years.
