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F1 Youth Fanbase Grows by 17% to 20.1 Million, Study Finds

According to market research agency The Insights Family, the number of active child fans of Formula 1 has increased by 2.85 million in key European markets.

The research revealed that the sport registered a year-on-year increase of 17 percent in child fans, rising from 17.3 million to 20.1 million. In the report, Formula 1 and The Insights Family conducted a combination of qualitative and quantitative research in seven markets. It had a total sample size of 162,774 children aged 12 to 18, aiming to understand what the 'fan of the future' looks like.

The research found that younger fans primarily consume content on Instagram and TikTok, rather than on Twitter or Facebook. YouTube also remains a significant channel for young fans to engage with Formula 1. Formula 1 claims it is currently the second-fastest growing sport on social media, with a year-on-year growth of 36 percent.

Additionally, the study revealed that Generation Z—those born between 1997 and 2012—has a strong interest in esports. Formula 1 has already been focusing more on the competitive gaming space, including hosting a series of virtual Grands Prix to engage fans when the championship was not racing on the track during the initial Covid-19 lockdown in 2020. According to the report, 41 percent of children aged three to 18 are now involved in esports, a year-on-year increase of 22 percent.

The Insights Family added that providing behind-the-scenes access to Formula 1 helped attract younger generations, and viewers of the popular Netflix documentary series 'Drive to Survive' often enjoyed it.

We are always thinking of creative and innovative ways to engage with a new audience, so it's great to see that the work we do to reach new and younger demographics is paying off

Ellie Norman, Director of Marketing and Communications at Formula 1.

Nick Richardson, Founder and CEO of The Insights Family, added: "This generation is super-informed and constantly connected. They have access to all the information they want from a very young age. This presents both challenges and opportunities for content creators, brands, and properties. Formula 1's proactive approach to investing in research and developing a new strategy for a new generation is very much a best-in-class approach. The results we have seen in our 'Kids Insights' trackers in their key markets speak for themselves - it's working."

Sources: SportsProMedia