F1 'fastest growing sport on social media'

Formula One was the fastest-growing sport on social meda in 2017, according to figures released which reveal that the sport has attracted 11.5 million fans across Facebook, Youtube and Twitter, a significant increase of 54% compared to the same period in 2016.

The figures released look healthy for Liberty Media and the renewed interest in the sport, with TV figures also up; a cumulative audience of 1.4 billion viewers across key markets viewed a race in 2017, up 6% on 2016, and with clear growth in UK, Germany, Brazil and Italy.

Ferrari's return to form helped increase the market share in Italy, which was up 19%, while Lewis Hamilton's fourth world championship attracted an additional 4% of viewers in the UK.

Elsewhere, there was an explosion of interest from China, with their numbers up by over 40%, while interest also grew in Switzerland and Denmark, with the latter in negotiations over potentially having its own Grand Prix in Copenhagen from 2020.

But it is the rapid increase in social media growth which is directly correlated to Liberty's change in approach since taking over from Bernie Ecclestone this year; F1 in the past has been slow to recognise new trends but the sport had more engagement on social media than other events such as the Premier League, Champions League and the NFL.

Furthermore, with Facebook's recent pivot to video, F1's official accounts noted a 1600% increase in video views across the year, courtesy of their prompt posting of key incidents from qualifying and the races themselves.

Commercial Chief Sean Bratches said: ""We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season.

"Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media.

"Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan."