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Very interesting observation and thanks for sharing the info. As an avid watcher of ‘Drive to survive’ I can just say thank you Netflix. I was always interested in F1 but now I’m totally hooked to the sport thanks to all the info and engagement by DTS.
You’re scrolling through Netflix on a lazy Sunday and are not too sure what to watch. And then suddenly you see the poster and trailer for the Netflix Original ‘Drive To Survive’ which is all about the high-octane drama from the world of Formula 1. You know a little about F1 already but that’s basically that Michael Schumacher is the greatest driver to have existed and that there is also a bloke called Lewis Hamilton who’s the current champion or something like that.
You decide to watch an episode and you are HOOKED! Not just to the show but to the sport as well. Now this next fact is quite interesting. Liberty Media, which is the parent company of F1 uses the series to attract a newer, younger audience basically comprising of Gen-Z and Millennials to the world of F1. How successful has it been to do that you might ask? 77% of the sport’s growth in audience was attributed to ‘Drive To Survive’ in 2020. It was also able to achieve a staggering 99% increase in its engagements on social media. That is officially the highest growth by any professional sporting tournament. This is highly beneficial for all the companies associated with the sport. For example, among others, Liberty Media is a public listed company on NASDAQ which further drives home the importance of consistent financial performance.
Now what if Drive To Survive just closed shop suddenly? Supposing if it weren’t renewed after its last season. Why do I ask this question? Because season 3 of the hit show faced some backlash as existing fans of the sport complained that the show was creating drama out of everything even if it isn’t there. It was creating fake rivalries, using audio from other races at incorrect places to fit their narrative and was generally sensationalising everything.
If the show were to end, would F1 still be able to attract a new audience? Many other sports are using the OTT format to attract new fans. What would F1 have to do to keep the old fans? Let’s wait for Season 4 of DTS till that happens!