Formula One's Streaming Surge: How Racing is Captivating Gen Z

Formula One has achieved something remarkable: explosive growth among younger demographics through strategic digital transformation. Since a private equity firm purchased the sport in 2017 for $4.6 billion, F1 has revolutionized its approach, particularly through streaming platforms and immersive content.

The strategy was deceptively simple: add shorter, more accessible race formats and create compelling behind-the-scenes content. The Netflix docuseries "Formula 1: Drive to Survive" has been instrumental, entering its seventh season and attracting viewers who might never have watched a traditional race. The show humanizes drivers, reveals team dynamics, and creates narrative tension that extends beyond race results.

Sports streaming is surging worldwide, with fans using Amazon Prime to watch sports increasing by 59% since 2021. Nearly one-third of Gen Z and millennial sports fans now use Amazon Prime for sports content, significantly higher than older generations. F1 has capitalized on this shift, making races and exclusive content available across multiple streaming platforms.

But viewership growth presents a unique challenge for racing: unlike basketball or football, few fans can actually participate in the sport due to prohibitive costs. This has driven explosive growth in racing simulators and gaming. Racing simulator productsincluding specialized shoes, steering wheels, and full cockpit setupshave become a massive market, with professional-grade systems costing just hundreds of dollars compared to thousands for actual track time.

The driving simulator trend has unexpected spillover effects. Some users report that racing shoes, with their thin, flexible soles, actually improve comfort during long commutes, with rideshare drivers purchasing them to extend comfortable working hours.

F1's success demonstrates how traditional sports can reinvent themselves for digital-native audiences. By embracing streaming, creating compelling storytelling, and providing accessible ways for fans to engage with the sport, Formula One has transformed from a niche interest into a global phenomenon capturing the imagination of Gen Z.