The Formula 1 global fanbase has grown beyond 830 million people in 2026, representing an increase of 64% compared with 2018. Women now account for 42% of the championship’s total audience and an extraordinary three-quarters of its new fans, highlighting how significantly the identity of the sport has evolved under Liberty Media.
The 2026 season has marked the beginning of an unprecedented transformation for Formula 1. Alongside sweeping new technical regulations and the arrival of new teams, the championship is undergoing a radical change in its global reach. Traditional motorsport followers are now being joined by a younger, more diverse generation that consumes Formula 1 not only through conventional television coverage, but increasingly through streaming platforms and social media.
Women reshape Formula 1’s global fanbase
Describing the demographic shift as a “female-led revolution” is hardly an exaggeration. Figures included in Formula 1’s mid-season report show that women represent 42% of the audience for motorsport’s leading championship. Even more strikingly, female supporters account for 75% of the new fans who have recently started following Formula 1.
This change has been accompanied by a significant reduction in the average age of the audience. Fans under the age of 35 now represent 43% of the entire Formula 1 following, reinforcing the trend towards a younger and increasingly digital F1 audience.
The transformation is not accidental. Formula 1 has pursued strategies intended to make the championship more inclusive and capable of communicating with audiences through different formats and cultural languages. A Grand Prix weekend is no longer presented exclusively as a sporting competition, but also as a global lifestyle event with entertainment, fashion and cultural relevance extending far beyond the circuit.
Streaming partnerships change how fans watch Formula 1
Alongside this demographic shift, Formula 1 is rewriting the traditional rules of broadcasting through increasingly advanced technological partnerships. One of the most prominent examples is its strategic collaboration with Apple, which is moving the championship towards a more integrated and dynamic viewing model.
A significant milestone came at the Canadian Grand Prix, which featured the first simulcast involving Apple and Netflix. The collaboration also brought content such as Drive to Survive to an even broader audience, underlining how major streaming platforms can work together to change the way Formula 1 is consumed.
The stated objective of this alliance is to reach a younger and more diverse fanbase while reducing the barriers between dedicated supporters and casual viewers seeking entertainment through new digital platforms. Streaming, documentaries, social media clips and conventional live broadcasts are increasingly becoming parts of the same media ecosystem.
Traditional F1 television audiences continue to grow
Despite the rapid rise of streaming, traditional television audiences are also increasing, creating a hybrid media environment in which established broadcasters remain highly influential. Brazil and Italy are among the key markets reporting record figures during the 2026 season.
In Brazil, the British Grand Prix attracted 18 million television viewers, the highest audience recorded for the event in the country for eight years. Italian viewership for the same race increased by 27% compared with 2025, while the Japanese and Belgian Grands Prix also produced some of the strongest recent figures in the country.
The trend is particularly understandable for Italian viewers. The rise of Kimi Antonelli and Ferrari’s return to competitiveness have given the national audience two powerful reasons to follow the championship more closely. The scale of the Kimi Antonelli effect on Italian motorsport has extended beyond Formula 1 itself.
The surge was also visible during the Belgian Grand Prix, when strong performances from Ferrari and Kimi Antonelli contributed to a significant increase in interest among Italian viewers. The resulting Belgian GP television ratings in Italy reinforced the connection between competitive success and audience growth.
Formula 1 social media following exceeds 125 million
The continuing strength of traditional broadcasters has been complemented by explosive growth across social media. Formula 1 now has more than 125 million followers across its official channels, an increase of 19% compared with the previous year.
Video engagement has recorded an even larger rise, increasing by 54% year on year. Platforms such as TikTok have played an especially important role, helping Formula 1 attract younger supporters and retain their interest through accessible, short-form content.
Taken together, the figures portray Formula 1 at the midpoint of 2026 as a healthy and expanding global brand. The championship is successfully combining its historic motorsport heritage with the expectations of a constantly evolving audience, balancing conventional television coverage with streaming, social platforms and new forms of digital engagement.
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