Only Italy is growing thanks to the Antonelli effect, but across the main European markets, the data highlights a growing disaffection that raises questions for Liberty Media and the FIA.
The picture that emerges from the first television audience data of the 2026 Formula 1 season in Europe is far from uniform. While Italy is recording a notable increase, the main markets across the continent are showing clear signs of decline, outlining a trend that, although it cannot yet be defined as structural, appears to reflect a deeper underlying issue.
Looking at the figures in detail, the numbers show a +36% increase in Italy, compared to sharp drops in Germany (-21%), Austria (-36%), France (-43%) and Spain (-49%). A scenario that, when interpreted from a broader perspective, suggests that Formula 1’s appeal in the Old Continent is going through a phase of redefinition.
F1 – the Kimi Antonelli effect saves Italy, but it is not enough to hide the European trend
The Italian figure represents an exception, but one that is difficult to replicate on a continental scale. The growing interest is clearly driven by what can be described as the “Antonelli effect”, which has reignited the attention of the national audience—never truly distracted, given the unshakable Ferrari loyalty—around a new protagonist capable of generating excitement and expectations.
However, isolating the Italian case risks being misleading. In the other key countries of the European landscape, the drop in viewership appears too significant to be dismissed as a simple fluctuation linked to the opening races of the season. The simultaneous decline in historically central F1 markets points to a loss of engagement that deserves deeper analysis.
F1 – 2026 regulations, globalization and the identity crisis of the European audience. Liberty Media under scrutiny
The new rules introduced in 2026 were intended, in the plans of Liberty Media and the FIA, to represent a technical and entertainment turning point for the category. However, the initial impact does not seem to have delivered the expected results, at least among European audiences. The widespread perception is that of an overly complex set of regulations, not immediately easy to interpret and, as a result, less engaging for a segment of viewers accustomed to more intuitive racing dynamics.
This is compounded by a broader transformation of the Formula 1 model. Europe, historically the sporting, technical and cultural epicenter of the championship, is gradually losing its central role in favor of emerging markets and locations that are more profitable from a commercial standpoint. The rotation of Grands Prix in the Old Continent and the expansion toward extra-European destinations are reshaping the emotional geography of the championship, distancing part of the traditional fanbase.
Within this context, Ferrari’s struggle to establish itself as a dominant force in the new regulatory era also plays a significant role. In Europe, and particularly in Latin countries, the link between the Scuderia’s performance and public interest remains extremely strong. The absence of a truly benchmark car contributes to reducing engagement, further fueling the disaffection that audience data is beginning to confirm.
The combination of these factors—an overly complicated rule set disliked even by the drivers, an unbalanced global strategy, and the lack of an iconic technical and sporting reference—is producing a tangible effect. This is not yet a full-blown crisis, but the signals emerging from the opening races of 2026 indicate that the relationship between Formula 1 and Europe can no longer be taken for granted.
The 2026 season therefore serves as a wake-up call for the sport’s leadership. While the global expansion has brought in new revenue streams, the stark decline in core European markets suggests that the soul of the sport is at risk. If Formula 1 continues to prioritize complex hybrid logistics over raw, intuitive racing, it may find that the very fans who built the championship’s legacy are the ones who ultimately stop watching.
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