In 2021 the interest in Formula 1 has increased across all metrics. This success is usually attributed to two main factors: Netflix’s ‘Drive to Survive’ documentary series and the close title fight between Lewis Hamilton and Max Verstappen.
In an interview with Auto Motor und Sport Toto Wolff was asked about the series’ recent success.
“It became apparent last year that we were attracting a younger audience,” the Austrian said.
“It’s become a fan base of its own. One could almost speak of a changing of generations. Netflix has brought a new dimension to the sport.
“Suddenly the characters became interesting to people who hadn’t followed the sport before. That opened up this new target audience for us.”
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Asked about the role the duel between Hamilton and Verstappen played in this, Wolff said:
“This duel has certainly increased interest again. Formula 1 clearly benefited from this.”
Considering F1 is set for a major makeover in 2022 because of the radical rule changes, Toto was asked if this could impact the series’ momentum when it comes to increasing its audience.
“There is no macro- or micro-economic reason why Formula 1 would not continue to prosper, unless Corona hits us very hard again.
“The sport is hip, the interest is enormous and the reach is better than ever. We will have a second race in the USA in Miami in 2022, maybe even a third in 2023.
“All signs point to a positive future,” Wolff concluded.