In recent years, thanks to the Netflix series “Drive to Survive” and the arrival of new Grands Prix in the USA, the popularity of F1 has exceeded that of the American disciplines of IndyCar and NASCAR.
As F1 players return to America with the US Grand Prix in Texas this weekend, looking at the state of health of the sport across the Atlantic is intriguing to say the least.
It is an upheaval of the Formula 1 economic model which was initiated by Liberty Media since the resumption of commercial rights to the Grands Prix in 2017.
Previously, for almost half a century, promoter Bernie Ecclestone had failed to establish the sport in the United States by moving from one circuit to another without ever perpetuating the event, even with certain years without no championship rounds on American territory and very weak television coverage.
Better than NASCAR or IndyCar
The contrast is striking with the Liberty regime which set up two other high value-added Grands Prix, Miami and Las Vegas, while boosting the popularity of F1 in the USA to proportions never seen before.
By signing a new contract with the ESPN network and especially the major general channel ABC to broadcast the Grands Prix to the tune of 90 million dollars per year (this did not exceed 5 million in 2018), audiences should further increase as they have already consolidated themselves in the recent period by supplanting the national competitions of IndyCar or NASCAR.
This year, the Miami Grand Prix was followed by more than 3 million viewers in the USA while the American audience barely exceeded half a million before the resumption of F1 by Liberty Media.
The Netflix effect and the F1 film
“It’s quite fascinating to remember that just a few years ago, we struggled to find interested organizers, underlines Stefano Domenicali, CEO of Formula 1. Now we have three races in the States and people follow the sport all year round on TV and on social media. We have to think big, not just by competing with other four-wheel disciplines but all US sports.”
“To be competitive in a market that is full of different offers, we must be strong,
he continues. We must ensure that F1 is an inclusive platform, loved around the world, where people enjoy following us and always with respect. The Netflix series allowed Americans to discover behind the scenes of our sport and the F1 film will give an even more spectacular dimension to new fans.”
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