F1 boosted by surge in youth audience

Formula 1

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F1 boosted by surge in youth audience

Growth has been strongest in the US, India and China

Ian Parkes

Thursday 21 October 2021 18:58

F1 CEO Stefano Domenicali believes the sport is finally tapping into the youth market after revealing a surge in younger audience figures.

The news comes after a collaboration between F1, Motorsport Network and Nielsen Sports that has delivered the first fan survey since 2017.

Liberty Media's takeover that year has allowed F1 to tap into previously unmined potential under former supremo Bernie Ecclestone.

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Via a social media push, and programme's such as 'Drive to Survive' on Netflix, new, younger audiences have grown by more than 50 per cent in China, India and the US, with Mexico up 45 per cent, with the results showing they have been following F1 for less than five years.

"These [figures] are the most encouraging and the most important push that we need to keep in our wave to the future," said Domenicali.

"Diversity and getting younger audiences will enable us to be richer in terms of being able to capture the attention of more people.

"That is really something where we have seen an effect by having the right language, the right narrative and the right tools that are closer to the way the younger generation is behaving.

"That is really something that we are going to push harder in that respect because we see that it is not a given in five years, four years in certain countries."

Domenicali is aware that in attracting a younger audience, F1 has to be careful it does not price those fans out of a sport that is renowned for high ticketing costs.

“I can see the same kind of result if I compare the average age of the people that are buying tickets at a grand prix," added Domenicali.

“So that is pushing us already to think about what we are already planning, to have incredible events when people are coming here.

“Of course, it is a matter of pricing, but it is a matter of what we are going to offer in the pricing for people that are coming in, so we have a great plan for the future.

"Hopefully, Covid will be behind us soon so we can really live the excitement physically, live at the track. But this is something that we are going to take into consideration.

“It is good to see that the vibes and the feelings that we are having are confirmed by this research.”