Launched in 2019, Drive to Survive took fans beyond the grid and into the personal and professional lives of drivers and team personnel, offering unprecedented behind-the-scenes access. It focused not only on the cars and engineering but on rivalries, personalities, and raw emotions that had previously been hidden from public view.

This shift from technical analysis to human-driven storytelling resonated with millions. The series showcased drivers as relatable, competitive, and charismatic individuals, instantly creating new heroes and villains. This approach transformed how audiences engaged with F1 - from simply watching cars race to emotionally investing in the people behind the wheel.

The impact has been dramatic. According to Nielsen Sports, F1 viewership in the United States doubled from an average of 550,000 viewers per race in 2018 to 1.2 million by 2022, largely credited to the Netflix series. The fanbase also became younger and more diverse, with 40% of U.S. fans now women, compared to around 20% before 2019.

Globally, Drive to Survive has been watched by over 250 million viewers, and in the U.S. alone, it reached nearly 100 million. The surge in popularity has led to new races in Miami (2022) and Las Vegas (2023), with the U.S. now hosting three Grands Prix for the first time in history.

The series has also propelled F1 into the digital age. Drivers such as Lando Norris, Daniel Ricciardo, and Charles Leclerc have become social media sensations, amassing millions of followers. Teams have leveraged this popularity to grow their digital channels, engage directly with fans, and secure lucrative sponsorship deals. In fact, F1 sponsorship revenue is projected to hit $2.9 billion by 2024, up more than 120% from 2021.

One of the show's biggest achievements is how it simplifies F1 for newcomers. Racing strategy, car technology, and complex regulations are broken down into digestible, dramatic storylines. By demystifying the sport, Netflix has successfully converted casual viewers into committed fans.

The show’s Netflix platform also taps into younger audiences, who increasingly consume sports content via streaming rather than traditional broadcasts. According to F1, 75% of new fans are under 45, and many attribute their interest directly to Drive to Survive.

The boom in popularity is reflected trackside. The U.S. Grand Prix in Austin grew from 264,000 attendees in 2018 to 400,000 by 2021, while total F1 global revenue climbed from $1.83 billion in 2018 to $2.57 billion in 2022.

At its core, Drive to Survive proves that modern sports fans crave authenticity, emotional storytelling, and access to their heroes. By showcasing vulnerability and personality, F1 drivers have become mainstream celebrities, and fans feel more connected than ever.

The Netflix effect demonstrates a powerful truth: sports are no longer just about the game; they're about the people who play it. By investing in storytelling and behind-the-scenes content, Formula 1 transformed its global image, engaged new audiences, and rejuvenated its fanbase. What was once a sport for purists has become a global cultural phenomenon - all thanks to a docuseries that put people at its heart.

Click here to see more and subscribe!