Formula 1 is a world where precision, speed and drama unite to take on the North American stage. One can think of it as a flashy science fair for new technology, etc. There is Nascar, Indy and others in the world of autosports, but F1 has always been the powerhouse. However, since the introduction of the Netflix series “Drive to Survive,” there has been a seismic shift in how the sport is perceived and followed.
Since the docuseries was released in 2019, there has been an increase in popularity, with an estimated 10% more fans in America alone. Since then, there has been an undeniable surge in the sport’s social media presence, with a staggering increase of almost 80%. Let’s explore how this docuseries has changed the face of F1 and revolutionized the fan experience, making it more accessible and engaging.
Pre-Drive to Survive Era
Before we get into the nitty-gritty, let’s take a quick pit-stop in the pre-Netflix era for F1. There have always been die-hard fans of the sport, but the sport struggled to break into mainstream popularity. With the majority of fans being European and some other parts of the world, it was never big in North America, despite having four GPs in the continent. The intricate technicalities, access, regional dominance and lack of personal connections to the drivers created a barrier for newcomers.
That whole landscape changed when Liberty Media got into the game. In 2016, they bought F1 for $4.4 billion from CVC Capital Partners. The new American owner, wanting to modernize the sport and bring in new fans, rebranded the sport. A new logo was created, a new opening theme, a social media presence blew up, and video streaming was brought in. Enter Netflix, a deal made to bring a docuseries to life to attract new and younger fans.
Drive to Survive - A New Age
In 2019, Drive to Survive was released and took viewers behind the scenes of Formula 1. It offered an intimate look at the lives of the drivers, team principals, the drama within the teams and high-stakes competition. Created by James Gay-Rees and Paul Martin, Drive to Survive wasn’t just a sports documentary; it was a narrative masterpiece that transformed the face of F1.
The series did what it set out to do, to bring in more fans, and did it ever. Some may argue it’s not a masterpiece, but we’ll touch on the criticisms later in the post.
Humanizing the F1 Heroes
For a long time, fans didn’t have a deep connection with their favourite drivers. Drivers were seen as larger-than-life daredevils, not to mention the amount of money involved in the sport. Despite being a die-hard fan of certain racing legends, finding something to relate to them was hard.
One of the key elements that Drive to Survive set to do was to connect these personalities with the fans. They could humanize the drivers and everyone involved with the team. Suddenly, the driver you love isn’t just a helmeted speedster but an individual with dreams, fears and even a sense of humour.
The team principals were not seen as heartless, scary bosses. You were able to witness their human side on the show. Look at Guenther Steiner, the Haas’ team principal; he became a massive hit with fans.
The series peeled back the layers, showcasing the human side of these racing legends, making them relatable and endearing.
Team Dynamics Under the Microscope
While the races were action-packed, Drive to Survive took it a step further and delved deeper into the intricacies of team dynamics. Fans didn’t just see drama on the track; they witnessed heated team meetings and the emotional rollercoasters of wins and losses. Viewers practically got paddock tickets to the rivalries, alliances and pursuit of excellence.
Creating Personalities, Not Just Drivers
Once criticized for lacking the charismatic personalities found in other sports, Formula 1 saw a paradigm shift. For example, in the 90s, Michael Jordan was not only the greatest basketball player, but fans loved him for who he was outside of the sport.
Drivers today have become more than just great athletes; they have become characters in a compelling narrative. From the precision of Lewis Hamilton to the fiery competitiveness of Max Verstappen, each driver brought a unique flavour to the scene. Fans found themselves rallying behind the stories of each driver and not just cheering on a team. This gave other drivers a chance in the spotlight even though they may not have made the podium.
Along with the drivers, team principals became the main characters as well. Fans not only cheered on drivers, but they also rallied behind their favourite team principal. A team like Haas would not have the following it has now had it not been for the love for Guenther Steiner. Christian Horner and Toto Wolff's rivalry took the drama off-track between races. One could argue that F1 team principals have more presence and personality than other sports coaches.
Engaging the Uninitiated
The ability to engage audiences beyond the traditional F1 fanbase is remarkable. Drive to Survive brought in new fans who didn’t know of the sport with its gripping storytelling and high production value. People who never showed an interest in the sport binge-watched the series and eventually fell in love with the sport. No other sport has been able to do this.
The success of Drive to Survive has also gotten other producers to make their own series. Disney+ recently came out with a mini-series based on the story of Braun GP, The Impossible Formula 1 Story. There are also movies in the works based on the world of F1.
Social Media Explosion
The success of Drive to Survive wasn’t confined to Netflix alone. Social media platforms witnessed a surge in F1-related topics. Memes, discussions, and theories flooded all social media platforms. The team’s official pages on social media also contributed and continue to showcase the human side of drivers, team principals and team members.
You even had Fernando Alonso, who won an award in Spain for being the public figure of the year this year. He came from the age when social media was not prominent to having a TikTok account with 1.6M followers and 17.6M likes.
The series had created a community of new and old enthusiasts, all eager to share their passion and follow their favourite personalities.
Boosting Live Attendance at GPs
With the interest in F1 skyrocketing, it’s natural to see an uptick in live attendance, with new fans eagerly wanting to witness the drama unfold in person. With live attendance growing, not only does it add new tracks to the calendar, but it also revives older tracks. In 2022, Miami was added, and Las Vegas was added this year. We are still waiting on Hockenheim, but we are getting China back on the calendar for 2024.
The series not only brought digital success to the sport but also bridged the gap in the real world, which is a remarkable feat.
Criticisms of Drive to Survive
No revolution comes without its share of criticisms, and Drive to Survive was no exception. The drama portrayed in the series deviated from unfiltered reality. Although we know that is true, expecting the drama to be all true would be the same as expecting the drama on The Real Housewives to be true. Clips can be edited to fit the narrative and script. Certain drivers can be made out to be villains, rivalries were fabricated, and camaraderie off-track was faked, all for the sake of the story.
Purists felt the series sacrificed technical details for narrative flair. Although they have a point, the narrative flair brings in an overwhelming wave of newfound enthusiasm. To many fans, the series went from a documentary to an entertainment series.
The Impact of Drive to Survive on F1's Global Journey
Drive to Survive wasn’t created to be just any documentary; it was a catalyst for change in the Formula 1 world. Humanizing the sport, creating personalities involved and weaving a narrative that transcends the racetrack successfully brought F1 to the forefront of global sports entertainment. With the sport struggling in North America, the series ignited a new era of excitement and inclusivity among fans. Despite the criticisms, the series is here to stay, at least until season 6.