After the statements made by the President and CEO of the top motorsport category, Stefano Domenicali, let us try to analyse the segment of the audience that Liberty Media desires the most: the young generation.
The words spoken by Formula 1 President and CEO Stefano Domenicali in a well-known Italian podcast have sparked significant discussion among fans and insiders of the sport. The Imola-born manager touched on many topics about the future of the series he leads, focusing mainly on one specific part of the audience – the so-called “forgetful” group: the young people.
Demographic profile of Formula 1’s audience
According to Stefano Domenicali, Formula 1 has approximately 827 million fans worldwide. However, the average age of its followers is around 42 years, showing a predominance of a more mature audience. About a quarter of the fans are under 35 years old.
In the United States, the situation appears slightly more favourable, with an average age of 38 and around one-third of followers under 35, thanks to the growing interest that emerged during the pandemic. In the United Kingdom and Italy, however, the average age rises to 45–47 years, with only about one in five being young fans. In Asia, particularly in China, the profile is more dynamic: the average age is 35, and over 40% of fans are under 35, a trend supported by the integration between Formula 1, video games, and technology.
These figures come from systematic studies and show how Formula 1 is often passed down like a family tradition. Among young people aged 18 to 24, also known as Generation Z, only about one in eight follows the sport regularly, compared to almost four in ten who prefer football.
Structural challenges in attracting young audiences
The top class of motorsport faces intrinsic barriers that limit its appeal to those under 35. Three main factors can be identified.
Firstly, the high cost of access. A ticket for a Grand Prix ranges between 300 and 800 euros, not including travel and accommodation, making it a luxury out of reach for many young people with an average monthly income of about 1,200 euros in the European Union. Television subscriptions, such as those offered by Sky or DAZN, also come with high costs. As a result, many young fans discover Formula 1 through free content on platforms like YouTube or Instagram instead of watching full races. For example, at the 2024 Italian Grand Prix, only one in seven spectators was under 30, while most came from families with premium packages.
Secondly, the technical and regulatory complexity. The rules require specialised knowledge, comparable to an advanced technical manual. Race sessions last around two hours, plus practice and qualifying, demanding a long attention span – in contrast with more concise formats such as basketball games or short videos on social media. According to a 2024 study, more than half of young viewers who try to follow Formula 1 stop after three events, citing difficulty in understanding and a sense of disengagement.
Thirdly, the sport’s image is perceived as elitist. Drivers travel by private jets, sponsors include luxury brands, and the circuits are often located in exclusive places like Monaco. This perception distances young audiences who live in shared urban environments and miss relatable stories, like those of emerging athletes in football.
The responsibility of the younger audience
The relationship, however, is not one-sided. Young people face distractions that reduce their interest in this type of sport. It is not a lack of predisposition but rather fierce competition from more immediate alternatives, such as video games like Fortnite, streaming series, or sports like UFC and football, which offer stronger social and viral engagement. Formula 1 requires patience to learn its rules and a long-term commitment – aspects less aligned with the expectations of quick, shareable excitement.
A 2024 survey conducted among thousands of individuals under 24 confirmed that 38% consider Formula 1 “not very engaging”, 25% “too expensive”, while only 12% follow it consistently. However, once they are introduced to the sport, 70% develop a lasting interest, drawn by the adrenaline, strategy, and rivalries.
Formula 1’s initiatives to attract new fans
Liberty Media has adopted several strategic measures to reverse this trend. Since 2017, the Netflix documentary series “Drive to Survive” has generated 20 million new fans, 60% of whom are under 35, by highlighting human aspects such as rivalries and personal stories. In 2024, total global viewing hours reached 1.5 billion, with a 15% increase among younger audiences.
For 2026, the introduction of new street circuits like Madrid and the expansion of free content on mobile applications are expected to increase the number of fans under 25 by 10%. In the United States and the United Kingdom, the share of young fans has already reached 35%.
This sport still faces significant barriers for younger audiences, requiring greater financial accessibility, clearer communication, and more inclusive storytelling. Young people, on their side, do not show an inherent aversion but demand a more dynamic approach that fits modern media habits. Formula 1 remains a sport of excellence, defined by engineering innovation, dramatic tension, and extreme speed. Its future success will depend on its ability to adapt to an evolving audience.
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