After the statements made by the President and CEO of the highest motorsport class, Stefano Domenicali, allow us to attempt to analyse the phase of the viewers that Liberty Media wishes probably the most: the younger era.
The phrases spoken by Components 1 President and CEO Stefano Domenicali in a well known Italian podcast have sparked important dialogue amongst followers and insiders of the game. The Imola-born supervisor touched on many matters about the way forward for the collection he leads, focusing primarily on one particular a part of the viewers – the so-called “forgetful” group: the younger individuals.
Demographic profile of Components 1’s viewers
In line with Stefano Domenicali, Components 1 has roughly 827 million followers worldwide. Nevertheless, the common age of its followers is round 42 years, exhibiting a predominance of a extra mature viewers. A few quarter of the followers are underneath 35 years previous.
In the USA, the scenario seems barely extra beneficial, with a median age of 38 and round one-third of followers underneath 35, because of the rising curiosity that emerged through the pandemic. In the UK and Italy, nonetheless, the common age rises to 45–47 years, with solely about one in 5 being younger followers. In Asia, significantly in China, the profile is extra dynamic: the common age is 35, and over 40% of followers are underneath 35, a pattern supported by the combination between Components 1, video video games, and expertise.
These figures come from systematic research and present how Components 1 is usually handed down like a household custom. Amongst younger individuals aged 18 to 24, also referred to as Era Z, solely about one in eight follows the game recurrently, in comparison with nearly 4 in ten preferring soccer.
Structural challenges in attracting younger audiences
The highest class of motorsport faces intrinsic limitations that restrict its enchantment to these underneath 35. Three predominant components will be recognized.
Firstly, the excessive price of entry. A ticket for a Grand Prix ranges between 300 and 800 euros, not together with journey and lodging, making it a luxurious out of attain for a lot of younger individuals with a median month-to-month earnings of about 1,200 euros within the European Union. Tv subscriptions, comparable to these supplied by Sky or DAZN, additionally include excessive prices. Because of this, many younger followers uncover Components 1 by way of free content material on platforms like YouTube or Instagram as a substitute of watching full races. For instance, on the 2024 Italian Grand Prix, just one in seven spectators was underneath 30, whereas most got here from households with premium packages.
Secondly, the technical and regulatory complexity. The principles require specialised information, akin to a complicated technical guide. Race periods final round two hours, plus follow and qualifying, demanding a protracted consideration span – in distinction with extra concise codecs comparable to basketball video games or quick movies on social media. In line with a 2024 examine, greater than half of younger viewers who attempt to observe Components 1 cease after three occasions, citing problem in understanding and a way of disengagement.
Thirdly, the game’s picture is perceived as elitist. Drivers journey by non-public jets, sponsors embody luxurious manufacturers, and the circuits are sometimes situated in unique locations like Monaco. This notion distances younger audiences who stay in shared city environments and miss relatable tales, like these of rising athletes in soccer.
The duty of the youthful viewers
The connection, nonetheless, isn’t one-sided. Younger individuals face distractions that cut back their curiosity in any such sport. It’s not an absence of predisposition however reasonably fierce competitors from extra quick alternate options, comparable to video video games like Fortnite, streaming collection, or sports activities like UFC and soccer, which provide stronger social and viral engagement. Components 1 requires endurance to study its guidelines and a long-term dedication – elements much less aligned with the expectations of fast, shareable pleasure.
A 2024 survey carried out amongst 1000’s of people underneath 24 confirmed that 38% contemplate Components 1 “not very partaking”, 25% “too costly”, whereas solely 12% observe it persistently. Nevertheless, as soon as they’re launched to the game, 70% develop an enduring curiosity, drawn by the adrenaline, technique, and rivalries.
Components 1’s initiatives to draw new followers
Liberty Media has adopted a number of strategic measures to reverse this pattern. Since 2017, the Netflix documentary collection “Drive to Survive” has generated 20 million new followers, 60% of whom are underneath 35, by highlighting human elements comparable to rivalries and private tales. In 2024, whole international viewing hours reached 1.5 billion, with a 15% improve amongst youthful audiences.
For 2026, the introduction of latest road circuits like Madrid and the growth of free content material on cell functions are anticipated to extend the variety of followers underneath 25 by 10%. In the USA and the UK, the share of younger followers has already reached 35%.
This sport nonetheless faces important limitations for youthful audiences, requiring higher monetary accessibility, clearer communication, and extra inclusive storytelling. Younger individuals, on their aspect, don’t present an inherent aversion however demand a extra dynamic strategy that matches trendy media habits. Components 1 stays a sport of excellence, outlined by engineering innovation, dramatic pressure, and excessive pace. Its future success will rely upon its capability to adapt to an evolving viewers.
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