F1 the fastest-growing sport on social media

Date published: January 6 2018

Formula 1 owners Liberty Media have certainly made their presence felt in the first year of their tenure with strong growth among TV and digital audiences in 2017.

Formula 1’s official social media platforms – Facebook, Twitter, Instagram and YouTube – have a combined following of 11.9 million which is a 54.9 per cent increase on 2016 in Bernie Ecclestone’s final year in charge.

There was a massive 1600 per cent rise in the number of minutes of Formula 1 video content on their Facebook page which had a reach of 390 million and 64 million views were accumulated on Twitter video content which equated to a 165 per cent increase. Instagram followers almost doubled to 3.8 million.

In terms of television, the cumulative audience – the aggregate of the average audience of all the F1 programs broadcast across the year – in the top 20 markets reached 1.4 billion and represents a 6.2 per cent increase on 2016.

The Italian market registered the strongest growth of the top four markets (Germany, Brazil, Italy and the UK), no doubt because of Ferrari’s early-season revival, while China saw a 42.2 per cent increase in viewership last year.

Over the course of the year, 352.3 million unique viewers tuned into Formula 1 programming at least once and it is the first in seven years that this particular measurement did not suffer a decline.

“We are encouraged by the growth in audience numbers across linear and digital platforms during the 2017 season,” said Sean Bratches, Managing Director of Commercial Operations at Formula 1.

“Central to our efforts last season was to improve the fan experience across our platforms and it is encouraging to see the engagement that fans around the world have with Formula 1 media.

“Our work continues as Formula 1 fans will see material changes in 2018 with respect to both incumbent experiences and the creation of new ones. It is a good time to be a Formula 1 fan.”