Formula 1, a sport that’s undergone as many changes as its cars have tweaks and modifications, is enjoying a popular ride. Building on the success of a bumper 2021 season, this year’s race calendar is on track to deliver even better viewing results, many of which aren’t in the stands. The 2022 season, which is not yet half over, ends with Etihad Airways Abu Dhabi Grand Prix in November. Last year’s Abu Dhabi event was attended by an impressive crowd of 153,000 spectators. However, it was 2021’s staggering 108.7 million viewers globally, a jump of 29% from the previous year, who tuned in to watch the race remotely on televisions and digital devices, that caused the loudest roar. F1 is riding the wave of pandemic recovery with impressive form. Here are some of the key contributing factors that have president and SEO of F1 Stefano Domenicali enthusing about 2022’s strongest ever uptake in viewers across broadcast and digital platforms.
Gamifying the Race
It’s a fact of the modern digital age that we’re rarely doing one thing at once these days, and seldom without our mobile devices and the constant stream of consciousness that is Instagram, Facebook, Twitter, Tik Tok, and more. This appears to be especially true for F1 fans, who, let’s face it, don’t mind a bit of background noise. Que the emergence of games such as online bingo as a complement to the real game, something you can do as you watch. It’s a good way to reel in new viewers as it can pique one’s F1 interest, encourages interactivity, and may even win players cash prizes or rewards.
Once considered the recreational purview of retirees, a cleverly conceived and booming online bingo gaming industry is drawing a steady stream of interest amongst F1 viewers, new and old. Online bingo encourages an ongoing interest in the entire race reason, and allows for participation in chat rooms. In fact, playing F1 2022 season bingo is one of the major ways in which devout fans of F1 have stayed engaged with the game while under stay-at-home-orders, or when international travel restrictions have prevented their attendance at events. It’s also how many new viewers have been drawn to the races.
On-Track for Action
Another primary reason for the elevated viewing figures of the F1 2022 season, has been the clever development of a Netflix docuseries into the sport by F1’s parent company Liberty Media. Drive to Survive’, offers a thrilling ride and front seat access to all the action of the race track. When the fourth season premiered last month, over 4 million viewers tuned in to its opening weekend. With network executives in the US, and abroad, working hard to secure continued rights to air both the races and affiliate shows, it’s clear that viewership figures are expected to rise further in coming seasons.
This media frenzy is complimented by the status of the drivers themselves, some of whom are verified superstars recognized by people not yet familiar with the sport. They are often very active across their socials, and their posts on Facebook, Instagram, and other platforms further fuel the fans access, allegiance, new ‘Likes,’ and the ever-growing stream of spectators.
The excitement of F1 is in the unknown, the anticipation that anything might happen, and often it does. Impossible to guess online games such as bingo, invoke a similar risk element, as do other trends associated with the races such as documentaries that place viewers front and center of the F1 action. F1 2022 has found a way to captivate its audience in more ways than one, it’s gone prime time, and intends to stay there.
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