“Netflix saved Formula 1,” said Nico Rosberg, former Mercedes driver and F1 world champion. Since Drive to Survive launched in 2019, motorsport has seen a surge in popularity. The sport no longer attracts only car enthusiasts and speed addicts. It now reaches a wider audience of all ages, genders, and backgrounds.
Influencer Marketing at the Heart of Netflix’s Formula 1 Strategy
According to HubSpot, influencer marketing helps companies promote products by using trusted experts or public figures. This is exactly what the streaming giant did with F1 drivers. Before Formula 1 became more accessible, casual viewers only saw fast cars on TV. While Lewis Hamilton was famous for his victories and sponsorships, most drivers remained unknown to the public. Even those active on social media spoke mainly to niche audiences.
Drive to Survive changed everything by revealing the behind-the-scenes world of motorsport. The docuseries gave every car and driver a story, a face, and a personality. It even turned unexpected figures, like Haas engineer Guenther Steiner, into stars. He became a key player in this influencer-driven revival of Formula 1.
This highlights the power of influencer marketing, a strategy focused on authenticity. People today want real stories and relatable figures. They follow individuals who reflect their own aspirations or ideals.
So we’re back to the heart of influencer marketing, which is a winning marketing strategy, because these days people are looking for authenticity. They are interested in things that are like them or that correspond to an ideal for them.
How the Streaming Giant Transformed Motorsport into a Global Phenomenon
Netflix seems to be creating a new way to tell sports stories. The success of Drive to Survive, now in its seventh season, has inspired similar projects. We now see series like Quarterback and Receiver, which follow NFL players throughout their seasons. This fresh approach immerses audiences in athletes’ daily lives, much like Drive to Survive did for motorsport.
Conclusion: Influencer Marketing, a Winning Formula for F1’s Revival
With Drive to Survive and a smart influencer marketing strategy, Netflix gave Formula 1 a new lease on life. The series tells the sport’s story in a modern and engaging way. Instead of watching cars race in circles for 90 minutes, audiences now see rivalries, tensions, and unique personalities. The show made Formula 1 exciting and accessible, even for those who never followed motorsport before.