Gen Z, girls & the USA: F1's new superfans are changing the game!

 

Imagery courtesy of Formula One via www.corp.formula1.com

Formula One (F1) and Motorsport Network, the world’s largest motorsport media company. Published the 2025 Global F1 Fan Survey, today (1^st of July), which is a comprehensive study of over 100,000 highly engaged fans from 186 countries exploring how fandom is evolving, especially among Gen Z, women and US audiences.

This is to give a better understanding and adaptive approach to the changing dynamics of F1 fandom.

Stefano Domenicali, President & CEO of Formula One, said: “This study shows that fans are increasingly following Formula One for the stories and the many opportunities to engage with the sport and then they’re becoming hooked on the fantastic racing.”

Findings show that fans are increasingly drawn by storytelling, streaming and social media, additionally female as well as gen z fans are driving a new era of emotionally invested, always one engagement.

Research shows that fans are increasingly drawn to F1 by the breadth of stories and the variety of ways to engage as they’re staying for the speed, strategy plus the spectacle.

Werner Brell, CEO of Motorsport Network, said: “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 full study spans eight chapters covering emotional motivators and content engagement to live experiences, lifestyle signals as well as sponsorship impact. Offering insights to help better understand and serve F1’s most engaged fans.

Many newer and younger fans are discovering F1 through social media, streaming series and shared content, entry points that now shape how they connect with the sport.

Domenicali, said: “The sport is embedded in culture now, via streaming, storytelling and social media, that’s helping more people connect.”

Fans are more likely to form identity based connections with F1 citing driver personalities and narrative drama as key drivers of engagement.

F1 fans aren’t just watching – they’re investing, interacting and engaging with the sport frequently. Among surveyed fans, 90% say they’re invested in race outcomes and 61% engage with F1 content daily.

Brell, said: “Gen Z, women and US fans are driving an always on, connected as culturally powerful era for F1.”

Across platforms and time zones, surveyed fans are shaping a continuous connection to the sport, one that reflects a more dynamic, always on relationship with F1.