Formula 1 and Motorsport Network Launch 2025 Global Fan Survey

Formula 1 and Motorsport Network Launch 2025 Global Fan Survey

Formula 1 and Motorsport Network have released the 2025 Global F1 Fan Survey, a study conducted every four years to monitor the evolution of fan engagement worldwide. The survey, based on over 100,000 responses from highly engaged fans across 186 countries, reveals significant growth in attracting a new, younger, and more diverse audience, particularly in the US.

Key Findings:

• Growing Audience: Formula 1 is attracting a new demographic, with women and Gen Z fans showing increasing engagement. 3 in 4 new fans identified in the study are women, and nearly half of Gen Z respondents are women.
• US Market Momentum: The US audience continues to be a key growth market, with US fans demonstrating high levels of digital fluency and engagement. 73% of US fans plan to attend a race in the future.
• Engagement Drivers: Fans are drawn to F1 by a variety of factors, including the sport's narrative, driver personalities, and the speed and spectacle of racing. 90% of respondents reported being emotionally invested in race outcomes.
• Digital Integration: Modern fandom is "always-on," with 61% of fans engaging with F1 content daily, primarily through streaming video and social media.
• Sponsorship Impact: Fans perceive sponsors positively, with 76% believing sponsors enhance the F1 experience, and 1 in 3 fans are more likely to purchase from F1 partners.
• Commitment: Fans are highly committed to the sport, with 94% planning to follow F1 in five years.
• F1 Academy Growth: The F1 Academy is gaining traction, especially among women (42% follow it) and younger fans, highlighting a demand for inclusive storytelling and representation.

Executive Insights:

Stefano Domenicali, President and CEO of Formula 1, stated: "This study shows that fans are increasingly following Formula 1 for the stories and the many opportunities to engage with the sport, and then they’re becoming hooked on the fantastic racing. The sport is embedded in culture now, via streaming, storytelling, and social media, and that’s helping more people connect."

Werner Brell, CEO of Motorsport Network, added: "This survey isn’t just a snapshot — it’s a signal to the marketplace. Gen Z, women, and US fans are driving an always-on, connected, and culturally powerful era for F1. It points to how we can better serve fans, connect them with partners, and seize the biggest commercial opportunities for the sport’s future."

The comprehensive study provides deep insights into fan behavior, covering emotional motivators, content consumption, live experiences, and sponsorship impact, aiming to better serve the sport's growing and evolving fanbase.